Investigating the Effect of Music on Female Customers’ Feeling of Pleasure in Neuromarketing

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BONYADI NAEINI ALI; Adibkia Hadis

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Journal Paper

Paper Information

Journal: New Marketing Research Journal Year:2020 | Volume:9 | Issue:4 (35) Page(s): 137-150

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Information Journal Paper

Title

Investigating the Effect of Music on Female Customers’ Feeling of Pleasure in Neuromarketing

Author(s)

BONYADI NAEINI ALI | Adibkia Hadis | Issue Writer Certificate

Keywords

MusicQ1

NeuromarketingQ1

Feeling of PleasureQ1

Brain WavesQ1

Abstract

The purpose of this research was to investigate the effect of Music tempo on the Feeling of Pleasure in female customers during online shopping, which was performed using an electroencephalogram device and measuring the customers’ brain function and unconscious mind. This research was practical in the terms of purpose and exploratory in nature. Electroencephalogram (EEG) is a device for recording brain signals that is used usually in medicine and nowadays is very useful in marketing too. After noise elimination, the outputs of this device were compared together by means of paired samples t-test using SPSS software between 10 selected female student participants from 26 to 35 years old from Tehran. The results of the research showed that the pleasure between the state of shopping with no Music had almost no difference with the pleasure in the state of shopping with low-tempo Music, and the pleasure in the state of shopping with no Music was more than the pleasure in the state of shopping with high-tempo Music.

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APA: Copy

BONYADI NAEINI, ALI, & Adibkia, Hadis. (2020). Investigating the Effect of Music on Female Customers’ Feeling of Pleasure in Neuromarketing. NEW MARKETING RESEARCH JOURNAL, 9(4 (35) ), 137-150. SID. https://sid.ir/paper/385370/en

Vancouver: Copy

BONYADI NAEINI ALI, Adibkia Hadis. Investigating the Effect of Music on Female Customers’ Feeling of Pleasure in Neuromarketing. NEW MARKETING RESEARCH JOURNAL[Internet]. 2020;9(4 (35) ):137-150. Available from: https://sid.ir/paper/385370/en

IEEE: Copy

ALI BONYADI NAEINI, and Hadis Adibkia, “Investigating the Effect of Music on Female Customers’ Feeling of Pleasure in Neuromarketing,” NEW MARKETING RESEARCH JOURNAL, vol. 9, no. 4 (35) , pp. 137–150, 2020, [Online]. Available: https://sid.ir/paper/385370/en

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