Can Music Dominate the Brain?: Comparison between Americans and Koreans using EEG Analysis

• 발행기관: 한국상품학회
• 저자명: Yi, Eun-Jeong Son, Joo-Young Kim, Joo-Ho
• 간행물 정보: 『상품학연구』제39권 제3호, 1~11쪽, 전체 11쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2021.06.30

영문 초록

As a cross-cultural study, this study compared and verified the electroencephalography responses of Korean and American consumers to musical stimuli. The main purpose of using music in a marketing communication environment is to achieve favorable emotional responses induced through music. Musical factors, which are structural characteristics common to most existing music based on Western music, were set as an experimental unit, and whether music could induce specific emotions of consumers was measured through EEG analysis. In particular, the comparison of EEG responses between Koreans and Americans empirically verified existing literature studies thatmusic has similarities and universal characteristics around theworld. As a result of the analysis, there was no significant difference according to the nationality of the respondents. The fact that the stimulus response to music does not differ from culture to culture has a characteristic shared with the research results of similarities across cultures, behavioral patterns, and society in various research areas, starting with Chomsky s research. Based on the results of this study, it will be possible to contribute to the process of clarifying the musical characteristics of advertisements that can be universally applied in the globalmarketing environment and the emotional relationship of consumers, and identifying mechanisms that can be used as powerful tools of persuasion.

목차

I. Introduction

II. Theoretical Background

III. Methods and Data

IV. Findings

V. Discussion and Implications

Reference

키워드

music sound EEG harmonic progress cross-cultural study Korean American emotional response