뇌파분석을 통한 음악적 자극의 소비자 감정반응 연구: 소비자의 색상 이미지 인식을 바탕으로

In contrast with the other human senses, hearing is the only human sense that can not intentionally avoid the information caused by external stimuli. Based on this kind of hearing continuity, a number of companies have stimulated the consumers' sense of hearing to promote their own special BRAND. And these activities actually have affected the consumer's behavior. It is well known fact that musical stimuli which stimulate the human's hearing ability move consumers feeling and affect the brand recognition of theirs. However, there isn't any clear instruction that explains what kind of musical stimulation factors or compositions make these results. The art such as music are considering the area of subjective evaluation due to the difficulties of stereotype that only an expert can judge that area. However, music triggers strong emotions and builds up an emotional connectedness between consumers and company's brand based on the experiences about certain feeling. Considering the fact that music performs significant roles for the sustainable relationship, music must be managed accurately and measurably. The research hypothesis measured the relationship among audible stimulus, colored stimulus and consumer's emotional reactions through brain waves using the Electroencephalogram(EEG). Outcome analysis about brain waves on musical stimuli showed that “alpha wave”, brain wave detected in comfortable emotional state, increased on “musical stimulus 1” On the other hand, “beta wave”, brain wave detected in anxious emotional state, increased on “musical stimulus 2” Outcome analysis about brain waves on color stimuli wasn't different from the above: “alpha wave” was at the top on “color stimulus 1” and “beta wave” was at the top on “color stimulus 2” Therefore, it is conformed that “musical stimulus 1” and “color stimulus 1” induce “alpha wave” while “musical stimulus2” and “color stimulus 2” induce “beta wave” In a additional experiment about differences from sociodemographic characteristics, meaningful differences on brain waves were found according to the educational backgrounds for music or art are exist or not. However. there weren't meaningful differences on brain waves between male and female. This result represents two meanings of this research: the experimental stimuli used in this research can be applied to all the human beings and music can be utilized as a universal common language, regardless of sex, race and sociocultural factors. Finally, in the implication part, actual advertising musics, such as Simmons bed, were analyzed by the evaluation model of this research. Although consilience is a keyword dealt with many areas, academic outcomes related with this concept have been still at the superficial level. Therefore this research has a great significance in that convergency of social science, brain science and music. This is the first research that suggests the evaluation model between music and emotional reaction using brain waves. So, in terms of company's marketing activity using musical materials, this research can be a objective indicator about how to attract consumers and make them notice their brand.