The search for consumer preferences and inclinations has always been the main objective of marketing. In pursuing this goal, at the beginning of the two thousand years a particular branch of marketing was born, called neuromarketing, which links the economic, medical and psychological fields. Neuromarketing is born from the combination of neuroscience and marketing and deals with studying the brain processes that accompany the consumer at all stages of the purchasing process.An element that has become fundamental for marketing is sound; studies in the field of music as a communicative tool have raised attention to issues such as the type of music to be used in television and radio commercials and which musical elements influence the attitude of users. Music in advertising has evolved into what we now call sound branding, which has become a real discipline that is based on positioning and brand identity through corporate music strategies. Hearing is the second most used sense in the communication of a brand nowadays, precisely for this reason sound is seen as a distinctive element of the brand.
La ricerca delle preferenze e delle inclinazioni del consumatore è sempre stato il principale obbiettivo del marketing. Nel perseguire questo obbiettivo, all’inizio degli anni duemila è nata una branca particolare del marketing, chiamata neuromarketing, che lega l’ambito economico, quello medico e quello psicologico. Il neuromarketing nasce dal connubio tra le neuroscienze e il marketing e si occupa di studiare i processi cerebrali che accompagnano il consumatore in tutte le fasi del processo d’acquisto. Un elemento diventato ormai fondamentale per il marketing è il suono; gli studi nel campo della musica come uno strumento comunicativo hanno elevato l’attenzione su questioni quali il tipo di musica da utilizzare negli spot televisivi e radiofonici e quali elementi musicali influenzino l’atteggiamento degli utenti. La musica nella pubblicità si è evoluta in quello che noi oggi chiamiamo sound branding divenuto una vera e propria disciplina che si basa sul posizionamento e l’identità di marca attraverso strategie musicali aziendali. L’udito è il secondo senso più utilizzato nella comunicazione di un brand al giorno d’oggi, proprio per questo il suono è visto come un elemento distintivo della marca.
Neuromarketing e audio branding: l'impatto del suono e della musica sul consumatore
RACCUJA, ILARIA
2020/2021
Abstract
The search for consumer preferences and inclinations has always been the main objective of marketing. In pursuing this goal, at the beginning of the two thousand years a particular branch of marketing was born, called neuromarketing, which links the economic, medical and psychological fields. Neuromarketing is born from the combination of neuroscience and marketing and deals with studying the brain processes that accompany the consumer at all stages of the purchasing process.An element that has become fundamental for marketing is sound; studies in the field of music as a communicative tool have raised attention to issues such as the type of music to be used in television and radio commercials and which musical elements influence the attitude of users. Music in advertising has evolved into what we now call sound branding, which has become a real discipline that is based on positioning and brand identity through corporate music strategies. Hearing is the second most used sense in the communication of a brand nowadays, precisely for this reason sound is seen as a distinctive element of the brand.File | Dimensione | Formato | |
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Neuromarketing e audio branding;l'impatto del suono e della musica sul consumatore.pdf
embargo fino al 18/02/2025
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1.45 MB
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1.45 MB | Adobe PDF |
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https://hdl.handle.net/20.500.12075/7971