Psychological Reactance: Background music when promoting Spotify brand and consumer behaviour
During the 21st century, the way in which music is commercialized and consumed has been completely reshaped. In light of the technological advances taking place during the last decades, music consumption has become ubiquitous, and people can now listen to their favorite artists at the same time t...
Guardado en:
| Autor principal: | |
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| Otros Autores: | |
| Formato: | Tesis de maestría acceptedVersion |
| Lenguaje: | Inglés |
| Publicado: |
2023
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| Materias: | |
| Acceso en línea: | https://repositorio.utdt.edu/handle/20.500.13098/11579 |
| Aporte de: |
| id |
I57-R163-20.500.13098-11579 |
|---|---|
| record_format |
dspace |
| institution |
Universidad Torcuato Di Tella |
| institution_str |
I-57 |
| repository_str |
R-163 |
| collection |
Repositorio Digital Universidad Torcuato Di Tella |
| language |
Inglés |
| orig_language_str_mv |
eng |
| topic |
industria de grabaciones sonoras Consumer behavior Marketing Spotify Industria Musical Reactancia Emocional |
| spellingShingle |
industria de grabaciones sonoras Consumer behavior Marketing Spotify Industria Musical Reactancia Emocional Leguizamón Maurette, Juan Martín Psychological Reactance: Background music when promoting Spotify brand and consumer behaviour |
| topic_facet |
industria de grabaciones sonoras Consumer behavior Marketing Spotify Industria Musical Reactancia Emocional |
| description |
During the 21st century, the way in which music is commercialized and consumed
has been completely reshaped. In light of the technological advances taking place
during the last decades, music consumption has become ubiquitous, and people can
now listen to their favorite artists at the same time they perform multiple activities.
This translated to hundreds of millions of people listening to music every day, as well
as an intense competition between digital platforms providing audio streaming
services. Of these platforms, Spotify appears as one of the leading companies, with
a total of 345 million active users and 155 million paid subscribers. Spotify's business
model, defined as freemium, combines a paid service, unlimited and free of
interruptions, with a free one, which offers the same functions as the paid service but
with lower audio quality and ad interruptions. These announcements are formed by
background music and a voice over promoting the paid service. The core motivation
of the present study is to shed light upon the effects of the election of background
music when promoting the Spotify brand. Is it beneficial for the company to use
background music that the user isn't accustomed to listening in order to catch her
attention and persuade her to go premium? Or will this approach generate
Psychological Reactance (i.e., an "unpleasant motivational arousal that emerges
when people experience a threat to or loss of their free behaviors", Steindl, Jonas,
Traut-Mattausch, Sittenthaler & Greenber, 2015) in the consumer, undermining her
willingness to go premium and her behavioral intention towards the brand? Although
the literature on Reactance is vaste, there is no evidence of empirical studies testing
the effectiveness of audio advertising interruptions in the context of a music
streaming service. Particularly, we suggest a combined approach to detect
"opposite" music genres to be used as background music in a simulacrum of an
audio streaming company providing it's service. By means of a K-means clustering
and an experimental pretest, we identified Rock and Reggaeton as the most
different/opposite music genres as perceived by the consumers. Later, we created a
fictional company and ran an experiment (N = 150) where respondents had to listen
to a succession of songs from their preferred music genre to be interrupted with an
ad containing either no background music, background music from the same genre,
or background music from the opposite genre in the tuple. From the main
experiment, we concluded that for the Reggaeton sample, the assignment of people
to the experimental groups had a significant effect in user's Behavioral Intention
towards the brand (i.e., people's disposition to consider the company when
subscribing to an audio streaming service) and in overall feelings of Reactance. |
| author2 |
Fumagalli, Elena |
| author_facet |
Fumagalli, Elena Leguizamón Maurette, Juan Martín |
| format |
Tesis de maestría acceptedVersion |
| author |
Leguizamón Maurette, Juan Martín |
| author_sort |
Leguizamón Maurette, Juan Martín |
| title |
Psychological Reactance: Background music when promoting Spotify brand and consumer behaviour |
| title_short |
Psychological Reactance: Background music when promoting Spotify brand and consumer behaviour |
| title_full |
Psychological Reactance: Background music when promoting Spotify brand and consumer behaviour |
| title_fullStr |
Psychological Reactance: Background music when promoting Spotify brand and consumer behaviour |
| title_full_unstemmed |
Psychological Reactance: Background music when promoting Spotify brand and consumer behaviour |
| title_sort |
psychological reactance: background music when promoting spotify brand and consumer behaviour |
| publishDate |
2023 |
| url |
https://repositorio.utdt.edu/handle/20.500.13098/11579 |
| work_keys_str_mv |
AT leguizamonmaurettejuanmartin psychologicalreactancebackgroundmusicwhenpromotingspotifybrandandconsumerbehaviour |
| bdutipo_str |
Repositorios |
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1764820542575083522 |