Affective, attitudinal, and cognitive responses to music in modern U.S. political advertising

Show simple item record

dc.contributor Dewar, Andrew Raffo
dc.contributor Pasadeos, Yorgo
dc.contributor Phelps, Joseph
dc.contributor Potter, Robert F.
dc.contributor.advisor Zhou, Shuhua Ezell, Jonathan Elliot 2017-03-01T16:36:41Z 2017-03-01T16:36:41Z 2012
dc.identifier.other u0015_0000001_0001120
dc.identifier.other Ezell_alatus_0004D_11344
dc.description Electronic Thesis or Dissertation
dc.description.abstract This dissertation investigated attitudinal, affective, and cognitive responses to musical and message content in modern U.S. political advertising by manipulating musical tempo, message valence, and music-message congruity as a function of musical modality in a within-subjects laboratory experiment. Conceptually, the present research adds to the understanding of the effects of music-message congruity by comparing it to music-message ambiguity; modally congruent messages featured either major- or minor-key musical content (when positive or negative, respectively), while musical content in modally ambiguous messages did not contain sufficient information to be classified as either major- or minor-key. Methodologically, a novel design was devised with the intent to control for verbal-visual content and isolate responses to musical content in the context of advertising messages. This design produced unexpected confounds for several of the dependent variables, particularly tests of memory and self-reported affective response. Initial findings were insignificant, with the exception of attitudinal measures relating to hedonic evaluation, which found significant main effects for music-message congruity and message valence, as well as an interaction between message valence and tempo, in the expected directions. Subsequent analysis of facial electromyography data along the zygomaticus major and corrugator supercilii muscle groups found that participants differed significantly in their responses to the independent variables based upon their level of political sophistication. Politically sophisticated participants exhibited psychophysiological affective contrast and the politically unsophisticated exhibited affective assimilation for the independent variables of music-message congruity, message valence, and musical tempo. The affective responses of political sophisticates that were inferred psychophysiologically were inconsistent with self-reported hedonic evaluation of the sample as a whole. These findings suggest that further research concerning the use of music as an affective cue is warranted, and that more thorough investigation of the role of political sophistication in affective and cognitive judgments be undertaken. Discrepancies between evaluative and psychophysiological results confirm the utility of response triangulation in experimental settings. For practical purposes, these results suggest the importance of utilizing affective content including music in different ways depending on the needs of the message and the level of topical sophistication estimated in the target audience.
dc.format.extent 203 p.
dc.format.medium electronic
dc.format.mimetype application/pdf
dc.language English
dc.language.iso en_US
dc.publisher University of Alabama Libraries
dc.relation.ispartof The University of Alabama Electronic Theses and Dissertations
dc.relation.ispartof The University of Alabama Libraries Digital Collections
dc.relation.hasversion born digital
dc.rights All rights reserved by the author unless otherwise indicated.
dc.subject.other Mass communication
dc.subject.other Psychology
dc.subject.other Music
dc.title Affective, attitudinal, and cognitive responses to music in modern U.S. political advertising
dc.type thesis
dc.type text University of Alabama. College of Communication and Information Sciences Communication & Information Sciences The University of Alabama doctoral Ph.D.

Files in this item

This item appears in the following Collection(s)

Show simple item record

Search DSpace


My Account