All Issue

2022 Vol.41, Issue 1 Preview Page

Research Article

Effects of time compression on auditory working memory and decision making process in normal hearing subjects

시간 압축이 청각 작업기억과 의사 결정 과정에 미치는 영향

Dukhwan Lim1*
임 덕환1*
1한림대학교 언어청각학부, 청각언어연구소
*Corresponding Author
January 2022. pp. 64-69
PDF XML Citation
Abstract

Background music is presented simultaneously with target messages. The main content should be kept intact for some time to aid decision making process. The maintenance of this information requires auditory working memory. The temporal compression of background music may often adopted due to the limitation of the presentation time. In this study, auditory working memory and decision making proces were analyzed in terms of temporal compression ratios of the background music. A total of 37 subjects of early twenties joined the study. Selected products were categorized based on eigen values of multi-dimensional scaling. Four presentation conditions were cases with no background music, background music with no compression, background music with low compression, and background music high compression. Matched reponses were analyzed through repeated ANOVA. Results showed that the high involvement product required more working memory resources. However, the increased level of usage did not always lead to the corresponding changes in decision making process. This approach may be useful in analyzing the role of time compression and working memory in consumer behaviors.

Keywords
Time compression
Auditory working memory
Decision making
Background music

배경 음악은 소비자에게 전달하고자 하는 목표 메시지와 동시에 제시된다. 이 과정에서 필요한 주요 정보를 일정 시간 유지해야 하고, 이러한 정보의 유지에는 청각 작업기억이 필요하다. 일반적으로 배경음악은 그 제시 시간의 제약을 받는다. 이때 배경음악의 시간적 압축이 가능하지만 이 시간적 압축이 작업기억과 구매 의사 결정과정에 미치는 영향에 대해 구체적인 내용이 알려져 있지 않다. 본 연구에서는 이 배경음악의 압축 비율의 변화가 청각 작업기억과 구매 의사결정 과정에 미치는 영향을 분석하고자 했다. 대상은 정상 청각 기능이 확인된 이십대 초반 동질 집단 남녀 37명으로 하였다. 이 집단의 구매성향을 다차원 분석으로 분석하여 고관여도와 저관여도 제품을 선정하였다. 자극 제시 조건은 배경 음악이 없는 조건, 무압축 조건, 저압축 조건, 고압축 조건 으로 구분하였다. 구매에 필요한 청각정보를 전산 합성하여 배경음악과 관련된 4가지 조건에서 무작위로 제시했다. 이 반응 결과를 반복측정분산으로 분석하여 유의수준 0.05에서 판단했다. 결과에서 여러 배경음악 조건에서 청각 작업기억의 가용 총량은 변화가 없었지만, 고관여도인 경우에 저관여도 제품보다 청각 작업기억 자원을 더 사용한 것이 확인되었다. 그러나 이것이 항상 상응하는 최종 구매의사 변화로 연결되지는 않았다. 이러한 분석은 구매의사 결정과정에서 배경음악의 압축이나 청각 작업기억의 역할을 살펴보는 유용한 접근법으로 응용될 수 있을 것으로 판단된다.

키워드
시간압축
청각 작업기억
의사결정
배경음악
References
1
R. Yalch and E. Spangenberg, "Using store music for retail zone: a field experiment," Advances in Consumer Research, 20, 632-636 (1993).
2
L. D. Stafford and H. Dodd, "Music increases alcohol consumption rate in young females," Exp. Clin. Psychopharm. 21, 408-415 (2013). 10.1037/a003402024099360
3
R. F. Day, C. H. Lin, W. H. Huang, and S. H. Chung, "Effects of music tempo and task difficulty on multi- attribute decision-making: An eye-tracking approach," Computers in Human Behavior, 25, 130-143 (2008). 10.1016/j.chb.2008.08.001
4
C. G. Ding and C. H. Lin, "How does background music tempo work for online shopping," Electron. Commer. Res. Appl. 11, 299-307 (2012). 10.1016/j.elerap.2011.10.002
5
E. Lee and K. Kim, "The influence of AD's repetitive exposure on cognitive response and advertising attitude: Focus on advertising BGM and advertising exposure condition" (in Korean), J. Social Science, 24, 53-83 (2011).
6
J. Lim and S. Park, "The influence of background music of TV home shopping on purchase intent of customers" (in Korean), Design Convergence Study, 14, 277-292 (2015).
7
S. Jang and K. Han, "The effect of background music on impulsive decision making: when people are exposed to luxury Items" (in Korean), Science of Emotion & Sensibility 20, 83-94 (2017). 10.14695/KJSOS.2017.20.1.83
8
A. D. Baddeley, "The fractionation of working memory," Proc. Natl. Acad. Sci. USA. 93, 13468-13472 (1996). 10.1073/pnas.93.24.134688942958PMC33632
9
M. J. Kahana, Foundations of Human Memory (Oxford University Press, New York, 2012), Chap. 4.
10
D. Lim and Y. Won, "Comparative studies of perceiving Korean monosyllabic digit words under different speech compression schemes" (in Korean), J. Acoust. Soc. Kr. 32, 262-268 (2013). 10.7776/ASK.2013.32.3.262
11
B. C. J. Moore, An Introduction to the Psychology of Hearing, 6th (BRILL, London, 2013), Chap. 6.
12
R. Batra, and O. T. Ahtola, "Measuring the hedonic and utilitarian sources of consumer attitudes," Marketing Letters, 2, 159-170 (1990). 10.1007/BF00436035
13
E. C. Hirschman and M. B. Holbrook, "Hedonic consumption: Emerging concepts, methods and propositions," J. Marketing, 46, 92-101 (1982). 10.1177/002224298204600314
14
K. Voss, E. Spangenberg, and B. Grohmann, "Measuring the hedonic and utilitarian dimensions of consumer attitude," JMKR. 40, 310-320 (2003). 10.1509/jmkr.40.3.310.19238
15
R. E. Petty and J. T. Cacioppo, "The elaboration likelihood model of persuation," Adv. Exp. Soc. Pshchol. 19, 123-205 (1986). 10.1016/S0065-2601(08)60214-2
16
R. E. Petty, J. T. Cacioppo, and, D. Schumann, "Central and peripheral routes to advertising effectiveness: The moderating role of involvement," JCR. 10, 135-146 (1983). 10.1086/208954
17
K. Kwahk and S. Ji, "Examing the moderating effect of involvement in the internet purchase decision process" (in Korean), Management & Information Systems Review, 18, 15-40 (2008).
18
D. Lim and J. Moon, "Korean monosyllabic auditory digit span memory in normal hearing adults," Audiology, 7, 196-199 (2011). 10.21848/audiol.2011.7.2.195
19
I. SanMiguel, M. J. Corral, and C. Escera, "When loading working memory reduces distraction: behavioral and electrophysiological evidence from an auditory-visual distraction paradigm," J. Cogn. Neurosci. 20, 1131-1145 (2008). 10.1162/jocn.2008.2007818284343
20
G. E. Smith, P. Housen, K. Yaffe, R. Ruff, R. F. Kennison, H. W.Mahncke, and E. M. Zelinski, "A cognitive training program based on principles of brain plasticity: Results from the improvement in Memory with Plasticity-based Adaptive Cognitive Training (IMPACT) study," J Am Geriatr Soc. 57, 594-603 (2009). 10.1111/j.1532-5415.2008.02167.x19220558PMC4169294
Information
  • Publisher :The Acoustical Society of Korea
  • Publisher(Ko) :한국음향학회
  • Journal Title :The Journal of the Acoustical Society of Korea
  • Journal Title(Ko) :한국음향학회지
  • Volume : 41
  • No :1
  • Pages :64-69
  • Received Date : 2021-11-29
  • Accepted Date : 2021-12-23
  • DOI :https://doi.org/10.7776/ASK.2022.41.1.064
Journal Informaiton The Journal of the Acoustical Society of Korea The Journal of the Acoustical Society of Korea
E-Book
  • scopus_JASK
  • ESCI_JASK
  • Google scholar_JASK
  • NRF
  • KOFST
  • KISTI Current Status
  • KISTI Cited-by
  • crosscheck
  • orcid
  • ccl
Journal Informaiton Journal Informaiton - close