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      That Sounds Brand New: Selecting Suitable Music in Marketing Communications to Induce Impressions of Brand Innovativeness in Geneva


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      June 25, 2020

      Thursday  12:00 PM

      Rue du Général- Dufour 24
      Geneva, Genève 1211

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      EVENT DETAILS
      That Sounds Brand New: Selecting Suitable Music in Marketing Communications to Induce Impressions of Brand Innovativeness

      25.06.2020 12:00 – 13:00

      MANAGEMENT BROWN BAG SEMINAR / SHORT ABSTRACT

      The authors demonstrate that, in marketing communications, pieces of music with an irregular (vs. regular) contour or a dissonant (vs. consonant) harmony induce increased impressions of innovativeness. They also show that the order of the sequences of notes forming pieces of music can influence impressions of innovativeness. Specifically, they show that pieces of music consisting of a sequence of notes with a regular contour followed (vs. preceded) by a sequence with an irregular contour, or consisting of a sequence of notes with a consonant harmony followed (vs. preceded) by a sequence with a dissonant harmony, induce stronger impressions of innovativeness. Finally, they demonstrate that an irregular contour or a dissonant harmony negatively influences brand evaluations through increased processing difficulty but positively through increased impressions of innovativeness. However, the total effect of an irregular contour or a dissonant harmony on brand evaluations is negative, revealing a dilemma that practitioners might face when selecting music: an irregular (regular) contour or a dissonant (consonant) harmony results in increased (decreased) impressions of innovativeness but less (more) favorable brand evaluations.
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      Bâtiment: Uni Mail

      Boulevard du Pont-d'Arve 40
      1205 Geneva

      Room M 5250, 5th floor

      Categories: Concerts & Tour Dates | University & Alumni

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