THE EFFECTS OF SOUNDS IN ADVERTISING TOWARD CONSUMERS’ EMOTIONAL RESPONSE

This study investigated the effect of sounds in advertising toward consumers’ emotional response. The purpose of this study is to get better understanding about the role of emotions which come from the hearing of sounds, in marketing. Therefore, this study analyzed the relationships between consumers’ emotional response, familiarity, interest, and attention. The variables were examined by developing some hypotheses predicting emotional reaction and empirically test the hypotheses using data from 156 participants in computer laboratory. During the research, participants were asked to listen to 20 different sounds and answer questions regarding their emotional response towards each one. The results of this study show that emotional response to sounds is predicted by the level of interest generated and how well the sound captured the participant’s attention