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Educational Programme
Final Grade
Year of Graduation
Vladislav Gorbov
Musical Arrangement as a Factor of Psychological Effectiveness of Advertising
Psychology in Business
(Master’s programme)
- There are contradictions between the research on the volume of the music of the 1960s with modern research and objective reality.

- Only the term "volume of the music", which may be interpreted by more than the 20 different definitions, is used in psychological studies.

- The impact of music tempo on cognitive processes is a poorly studied area in the context of a consumer behavior and advertising impact.

The purpose of research - to study the effect of background music on the psychological components of effectiveness of advertising exposure.

Hypotheses of the study:

1) Change the dynamic range of musical design in advertising significantly affects the overall effectiveness of advertising exposure and its performance: attention to the roller, interest and emotions caused by the roller.

1.1) Advertising, music which has a high dynamic range is more effective in general, and on all indicators than advertising in which music for low dynamic range

2) Changing the volume of a musical composition in a commercial does not affect the effectiveness of advertising exposure in general, nor on its performance.

2.1) The combined impact of the volume and dynamic range of music in advertising on the effectiveness of advertising exposure and its performance is not significant.

3) Variation of tempo musical design in a commercial significantly affects memorability infomercial on the memorability of the advertised goods and a desire to buy goods.

3.1) The higher the tempo of a musical composition in the commercial, the greater memorability infomercial, memorability of the advertised goods and the desire to buy goods.


To test the hypotheses have been investigated experimentally.

The sample:

296 people aged 17 to 40 years (mean age - 19.7 years), living in Moscow and the Moscow Region (61.1% - women, and 38.9% - men).

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