Thesis (Ph. D.)--University of Missouri-Columbia, 2003. / Typescript. Vita. Includes bibliographical references (leaves 151-158). Also available on the Internet.

Thesis (Ph. D.)--University of Missouri-Columbia, 2003. / Typescript. Vita. Includes bibliographical references (leaves 151-158). Also available on the Internet.

Thesis (M.A.)--University of Nevada, Reno, 2006. / "December, 2006." Includes bibliographical references (leaves [92]-[94]). Online version available on the World Wide Web. Library also has microfilm. Ann Arbor, Mich. : ProQuest Information and Learning Company, [2006]. 1 microfilm reel ; 35 mm.

Thesis (M.S.)--Oregon State University, 2010. / Printout. Includes bibliographical references (leaves 88-96). Also available on the World Wide Web.

Thesis (MComm)--Stellenbosch University, 2015. / ENGLISH ABSTRACT: When engaging in brand-building, marketers often appeal to consumers’ senses. However, one of the senses which has often been ignored by marketers is the consumer’s ability to hear. This state of affairs is puzzling, as sound in its various forms can play a central role in brand-building (Krishnan, Kellaris and Aurand, 2012). Using sound as a strategic marketing tool is known as sonic or audio branding. Sonic branding is defined as the strategic use of sound to create a distinctive auditory identity for a brand (Krishnan et al., 2012). The general idea is to utilise sound and music more consciously to create a link between the consumer and the brand and to not only use music to support an advertisement (Groves, 2012). Successful sonic branding creates triggers that disrupt existing patterns, attract the consumer’s attention and remind the consumer of positive experiences with the brand (Beckerman and Gray, 2014). In-store music, jingles and sonic logos are examples of audio elements that can be used as sonic branding tools. A sonic logo is a small piece of music or sound that is connected to the brand (Groves, 2012) and is sometimes perceived as the auditory counterpart of the visual logo of the brand (Krishnan et al., 2012). Despite the fact that sound has the ability to influence different areas of consumer behaviour (Krishna, 2012), there is limited information available on how a brand can utilise sound strategically to create a unique identity for a brand and how a sonic logo ought to be selected. Research on the subject is limited because sound is often processed at an emotional subconscious level and traditional research methods cannot measure the influence of sound on the emotional response of the consumer. Using traditional research methods to investigate the impact of sound in branding is also subject to potential measurement error. One of the key benefits of using neurophysiological research methods is to narrow the “say” versus the “do” gap in consumer behaviour research (Van Praet, 2012:22) and to investigate the influence of stimuli on emotions. The purpose of this study is to understand how sonic logos are processed by the consumer at an emotional subconscious level. Television advertisements for vehicle and electronic brands were used to assess the subconscious impact of the sonic logos used at the end of six advertisments. The neurophysiological research methods used for data collection were electroenchepalography (EEG), electromyography (EMG) and galvanic skin response. The results revealed a significant difference between how males and females emotionally processed the sonic logos of certain brands (EMG). This differentiation ought to be taken into consideration when selecting an audio element for a brand. The emotional responses of the participants towards the sonic logos did not indicate a long-term effect (EEG). This could suggest that the way in which certain brands are currently using sonic logos is not necessarily effective in creating a long-term emotional connection. / AFRIKAANSE OPSOMMING: Bemarkers fokus gereeld op die sintuie wanneer die identiteit van handelsmerk geskep word. Die vermoë van die verbruiker om te hoor word egter grotendeels geïgnoreer. Die situasie is verbasend, aangesien klank ʼn belangrike rol kan speel in die bou van ʼn handelsmerk (Krishnan, Kellaris en Aurand, 2012). Die strategiese gebruik van klank in bemarking staan bekend as “sonic branding”. Dit word gedefineer as die strategiese gebruik van klank on ‘n unieke identiteit vir ‘n handelsmerk te skep (Krishnan et al., 2012). Die algemene idee is dat bemarkers meer bewus van musiek en klank behoort te wees, dit strategies gebruik en nie slegs as agtergrond musiek vir ‘n advertensie nie.As musiek of klank susksesvol gebruik word, sal dit die aandag van die verbruiker trek en hom/haar herinner aan positiewe ervarings met die handelsmerk (Beckerman en Gray, 2014). Musiek, “jingles” en die klank-merk van ʼn handelsmerk is voorbeelde van klankelemente wat strategies gebruik kan word. ʼn Klank-merk is ʼn kort stuk musiek of ʼn geluid wat met die handelsmerk geassosieer is (Groves, 2012) en word op dieselfde manier as die visuele logo van ‘n handelsmerk gebruik. Ten spyte van die feit dat klank die vermoeë het om die verbruiker se gedrag in verskillende areas te beïnvloed (Krishna, 2012), is daar min inligting beskikbaar oor hoe ʼn bemarker klank strategies kan gebruik om ʼn unieke identiteit vir ʼn handelsmerk te skep, sowel as hoe ʼn spesifieke geluid van ʼn handelsmerk gekies behoort te word. Navorsing in die area is heel moontlik beperk as gevolg van die feit dat meeste klanke op ʼn emosionele vlak, onder die bewussyn van die verbruiker, geprosesseer word en tradisionele navorsing metodes kan nie die volle effek op die emosionele reaksie meet nie. Die gebruik van tradisionele navorsing metodes om die effek van klank te bestudeer mag moontlik ook foute teweegbring. ʼn Belangrike voordeel van neurofisiologiese navorsing is dat dit die verskil tussen wat verbruikers sê en in werklikheid doen in ag geneem (Van Praet, 2012:22) en die invloed van stimuli op die emosies van die verbruiker bestudeer. Die doel van hierdie navorsing is om te bestudeer hoe die klank-merk van ʼn handelsmerk in die emosionele onderbewussyn van die verbruiker geprosesseer word. Ses televisie advertensies met klank-merke in die finale tonele is gebruik om die invloed van die klank-merk op die onderbewussyn van die verbruiker te bestudeer. Die advertensies van voertuig en elektroniese handelsmerke is vir die studie gebruik. Die volgende neurofisiologiese navorsing metodes is gebruik: EEG, EMG, sowel as vel geleiding. Die resultate van die studie dui aan dat daar ʼn beduiende verskil is tussen hoe mans en vrouens die klank-merk van ʼn handelsmerk prosesseer (EMG). Die verskil behoort oorweeg te word wanneer die klankelemente van ʼn handelsmerk gekies word. Die deelnemers se emosionele reaksie teenoor die klank-merk het egter nie ʼn lang-termyn effek gehad nie (EEG). Met ander woorde, die manier waarop sekere handelsmerke klank strategies gebruik is nie noodwendig effektief om ʼn lang-termyn emosionele verbinding tussen die verbruiker en die handelsmerk te bou nie.

The entire thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file; a non-technical public abstract appears in the public.pdf file. Title from PDF of title page (University of Missouri--Columbia, viewed on December 28, 2009) Thesis advisor: Dr. Glenn Leshner. Includes bibliographical references.

Thesis (B.A.)--Haverford College, Dept. of Psychology, 2005. / Includes bibliographical references.

The purpose of this thesis is to compare and contrast the use of music in commercials for Mitsubishi, Volkswagen, Chrysler and Jaguar.

Thesis (M.Mus.)--University of Stellenbosch, 2005. / ENGLISH ABSTRACT: Countless scientists had been struggling for centuries to find a significant connection between cognition, emotion and reasoning – resulting in today’s rather embarrassingly imperfect understanding of even the most basic human cognition. We should apprehend that it is unlikely that major breakthroughs in the Cognitive Sciences, Psychology, Sociology or the Medical Sciences will elucidate everything about the human brain and -behaviour in the very near future. Realizing this, it is realistic that we should transfer our attention to things that we do know and understand, and reconsider the power that lies in the integration of results and an interdisciplinary perspective in research. Using the tools we have to our disposal today – digital tools such as ANNs which did not exist a few decades before – this is actually readily viable today. This thesis demonstrates that it is possible to break the traditional boundaries that have periodically prevented the Humanities and the Natural Sciences to join forces towards a greater understanding of human beings. By using ANNs, we are able to merge data from any subfield within the Humanities and Natural Sciences in a single study. The results, interpretations and applications which could develop from such a study would certainly be more inclusive than those derived from research conducted in one or two of these fields in isolation. Sufficient evidence is provided in this dissertation to support a methodology which employs an artificial neural network to assist with decision-making processes related to the choice of advertisement music. The main objective of this endeavour is to establish the feasibility of combining data from many diverse fields, in the creation of an ANN that can be helpful in research regarding South African advertisement music. The thesis explores the notion that knowledge from many interdisciplinary study fields ought to play a leading role in the creation and assessment of effective, target-group-specific advertisement music. In obtaining this goal, it examines the probability of producing a computer-based tool which can assist people working in the advertising industry to obtain an educated match between product, consumer, and advertisement music. Taking a multidisciplinary point of view, the author suggests a methodology for the design of a digital tool in the form of a musical network model. It is concluded that, by using this musical network, it is indeed possible to guarantee a functional musically-paired commercial, which effectively addresses its target-group and has an appropriate emotional effect in support of the marketing goals of the advertising agent. The thesis also demonstrates that it is possible to gain new insights regarding a fairly unstudied discipline, without necessarily conducting new research studies in the specified field. The thesis proves that - by taking an interdisciplinary approach and by using ANNs - it is possible to attain new data that is scientifically valid, even in an unacknowledged field such as South African advertisement music. Although the scope of the thesis does not provide for the actual implementation of the musical network, the feasibility of the conceptual idea is thoroughly examined, and it is concluded that the theory in it’s entirely is definitely feasible, and can be implemented in a future study. / AFRIKAANSE OPSOMMING: Vir eeue al probeer wetenskaplikes ‘n betekenisvolle verwantskap tussen denke, emosie en redenasie vind. Nietemin het ons vandag slegs ‘n beperkte begrip van selfs die mees basiese menslike kognisie. Ons moet besef dat dit onwaarskynlik is dat deurbrake in die Kognitiewe Wetenskappe, Sielkunde, Sosiologie of die Mediese Wetenskap in die nabye toekoms die volle funksionaliteit van die menslike brein en gedrag sal bekendmaak. Met inagname hiervan, is ‘n aandagsverskuiwing geoorloof - na die dinge wat ons wel weet en verstaan. Die enorme potensiaal opgesluit in die integrasie van resultate en ‘n interdissiplinêre navorsingsperspektief behoort gevolglik heroorweeg te word. Ons beskik tans oor meer as voldoende digitale hulpbronne, waaronder kunsmatige neurale netwerke, wat wel so ‘n benadering kan bewerkstellig. In hierdie tesis word daar gedemonstreer dat dit moontlik is om die grense wat tradisioneel ‘n samewerking tussen die Geestes- en Natuurwetenskappe beperk het, af te breek - ‘n werkswyse wat noodwendig sal lei tot ‘n beter begrip van die mens. Kunsmatige neurale netwerke maak dit moontlik om navorsingsdata uit die Geestes- en Natuurwetenskappe te kombineer in ‘n enkele onderneming. Die bevindinge, interpretasies en toepasings wat potensieel uit so ‘n metodologie sou kon voortspruit, is sonder twyfel meer omvattend as dié afkomstig vanuit ‘n eendimensionele studie. Voldoende bewyse word deur die loop van hierdie studie voorgehou ter ondersteuning van ‘n kunsmatige neurale netwerk-metodologie in die assistering van besluitnemingsprosesse rakende advertensiemusiek. Die hoofdoelwit van die onderneming is om te toets of die ontwerp van ‘n kunsmatige neurale netwerk - deur die kombinasie van data uit diverse studierigtings - wel geoorloof en funksioneel sou kon wees. Die aanname dat inligting uit ‘n aantal interdissiplinêre studierigtings ‘n prominente rol behoort te speel tydens die skep en beoordeling van effektiewe, teikengroep-gerigte advertensiemusiek, word gevolglik ondersoek. Om hierdie objektief te bewerkstellig, word die waarskynlikheid bestudeer na die ontwerp van ‘n rekenaargebaseerde hulpbron - wat mense in die advertensiewese behulpsaam kan wees om ‘n berekende en ingeligte keuse uit te oefen om produk, verbruiker en advertensiemusiek te laat pas. Die outeur benader die probleem vanuit ‘n multidissiplinêne oogpunt, en stel ‘n werkswyse voor vir die ontwerp van ‘n digitale hulpbron – in die vorm van ‘n musikale netwerk model. Daar word bevind dat - deur die gebruik van die voorgestelde model, dit wel moontlik is om die funksionaliteit van ‘n musiekgepaarde advertensie te verseker. Verder word daar gedemonstreer dat nuwe insigte rakende ‘n grotendeels afgeskeepte studierigting soos Suid-Afrikaanse advertensiemusiek moeiteloos bekom kan word, sonder om noodwendig navorsing binne die spesifieke gebied te loods. Laasgenoemde is doenbaar deur ‘n interdissiplinêre navorsingsbenadering, gekombineerd met ‘n kunsmatige neurale netwerk-metodologie. Die omvang van hierdie studie maak nie voorsiening vir die implementering van die musikale netwerk nie. Nietemin word die werkbaarheid van die konseptuele idee in diepte ondersoek, met die gevolgtrekking dat die teorie in sy geheel sonder twyfel prakties is, en in ‘n toekomstige studie geïmplementeer kan word.