{"id":31054,"date":"2022-06-11T11:04:58","date_gmt":"2022-06-11T08:04:58","guid":{"rendered":"https:\/\/www.adcore.com\/blog\/?p=31054"},"modified":"2023-07-17T17:48:38","modified_gmt":"2023-07-17T14:48:38","slug":"study-consumers-associate-high-pitched-ads-with-healthier-food","status":"publish","type":"post","link":"https:\/\/www.adcore.com\/blog\/study-consumers-associate-high-pitched-ads-with-healthier-food\/","title":{"rendered":"Study: Consumers Associate High-Pitched Ads With Healthier Food"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"31054\" class=\"elementor elementor-31054\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-37576626 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"37576626\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-3884546a\" data-id=\"3884546a\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3d2f8574 MicroFont elementor-widget elementor-widget-text-editor\" data-id=\"3d2f8574\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.22.0 - 24-06-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<h2><span style=\"font-weight: 400;\">Everything You Need to Know in Less Than 50 Words<\/span><\/h2><p><strong>We\u2019re all aware of the marketing tricks or methods that advertisers use to get us to purchase the advertised product. Here\u2019s a new one: consumers associate commercials that contain higher-pitched sounds with healthier food products.<\/strong><\/p><h2><span style=\"font-weight: 400;\">Tell Me More<\/span><\/h2><p><span style=\"font-weight: 400;\">A <\/span><a href=\"https:\/\/phys.org\/news\/2022-05-consumers-associate-higher-pitched-commercials-healthier.html\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">new study<\/span><\/a><span style=\"font-weight: 400;\"> performed by researchers at Nanyang Technological University (NTU) in Singapore investigated the link between the pitch or frequency of sonic logos and the consumer perception of the healthiness or quality of depicted foods.<\/span><\/p><p><span style=\"font-weight: 400;\">A sonic logo is a name given to a short melody or jingle that supports a particular brand &#8211; for example, the McDonald\u2019s jingle or the more recent Wayfair furniture tune. The goal of a sonic logo is to get consumers to recognize the brand simply by hearing the song &#8211; which hopefully leads to purchasing the product.<\/span><\/p><p><span style=\"font-weight: 400;\">The study also investigated the link between visual representations and perceptions of food quality and found that consumers made connections from stimulating visuals to a healthier perception of food.<\/span><\/p><p><span style=\"font-weight: 400;\">Research began with students presenting 180 participants with either sonic logos or visual cues. They then viewed a pair of food images\u2014one healthy and one unhealthy\u2014and were asked to choose which food they thought the sonic logo or visual cue best represented.<\/span><\/p><p><span style=\"font-weight: 400;\">The healthy food options depicted included green salad, fruit salad, and tomato and cucumber salad. The unhealthy images were of a cheeseburger, french fries, and chocolate chip cookies.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-76f3cbf elementor-widget elementor-widget-template\" data-id=\"76f3cbf\" data-element_type=\"widget\" data-widget_type=\"template.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-template\">\n\t\t\t\t\t<div data-elementor-type=\"section\" data-elementor-id=\"29329\" class=\"elementor elementor-29329\" data-elementor-post-type=\"elementor_library\">\n\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-486a9019 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"486a9019\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-6ed64254\" data-id=\"6ed64254\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-281ae6ce elementor-widget elementor-widget-image\" data-id=\"281ae6ce\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.22.0 - 24-06-2024 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"20\" height=\"14\" src=\"https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2022\/04\/Group-10466.svg\" class=\"attachment-full size-full wp-image-28055\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4dc8e19 elementor-widget elementor-widget-heading\" data-id=\"4dc8e19\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.22.0 - 24-06-2024 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><p class=\"elementor-heading-title elementor-size-default\">A study revealed that consumers who watched food commercials with a higher-pitched sonic logo associated the sound with healthier food.<\/p>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-78ea5e3 MicroFont elementor-widget elementor-widget-text-editor\" data-id=\"78ea5e3\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h3><span style=\"font-weight: 400;\">The Results<\/span><\/h3><p><span style=\"font-weight: 400;\">The study revealed that consumers who watched food commercials with a higher-pitched sonic logo associated the sound with healthier food.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">A Ph.D. student from NTU Singapore interpreted these results to mean that companies wishing to highlight the health benefits of their food should choose sonic logos with higher frequencies.<\/span><\/p><p><span style=\"font-weight: 400;\">Furthermore, researchers found that the impact of high-pitched sounds could increase by pairing the correct sonic logo with the proper visual cue. Researchers recommend that food brands hoping to highlight health use a stimulating visual cue instead of a sedate visual cue.<\/span><\/p><p><span style=\"font-weight: 400;\">The researchers found no correlation between the tempo of the sonic logo and consumer perception. However, they said they would be interested in gaining further insight into how other facets of sound (including timbre, tempo, volume, etc.) affect the overall consumer attitude towards healthy food.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f57d0de elementor-widget elementor-widget-template\" data-id=\"f57d0de\" data-element_type=\"widget\" data-widget_type=\"template.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-template\">\n\t\t\t\t\t<div data-elementor-type=\"section\" data-elementor-id=\"29332\" class=\"elementor elementor-29332\" data-elementor-post-type=\"elementor_library\">\n\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6c9eca04 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6c9eca04\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4798cb28\" data-id=\"4798cb28\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-65cc919a elementor-hidden-desktop elementor-widget elementor-widget-shortcode\" data-id=\"65cc919a\" data-element_type=\"widget\" data-widget_type=\"shortcode.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-shortcode\">\n<div class=\"wpcf7 no-js\" id=\"wpcf7-f28319-o1\" lang=\"en-US\" dir=\"ltr\">\n<div class=\"screen-reader-response\"><p role=\"status\" aria-live=\"polite\" aria-atomic=\"true\"><\/p> <ul><\/ul><\/div>\n<form action=\"\/blog\/wp-json\/wp\/v2\/posts\/31054#wpcf7-f28319-o1\" method=\"post\" class=\"wpcf7-form init\" aria-label=\"Contact form\" novalidate=\"novalidate\" data-status=\"init\">\n<div style=\"display: none;\">\n<input type=\"hidden\" name=\"_wpcf7\" value=\"28319\" \/>\n<input type=\"hidden\" name=\"_wpcf7_version\" value=\"5.9.6\" \/>\n<input type=\"hidden\" name=\"_wpcf7_locale\" value=\"en_US\" \/>\n<input type=\"hidden\" name=\"_wpcf7_unit_tag\" value=\"wpcf7-f28319-o1\" \/>\n<input type=\"hidden\" name=\"_wpcf7_container_post\" value=\"0\" \/>\n<input type=\"hidden\" name=\"_wpcf7_posted_data_hash\" value=\"\" \/>\n<\/div>\n<div class=\"yos mobile\">\n\t<div class=\"post-contact\">\n\t\t<p class=\"title\">Get exclusive CMO tips that I only share with email subscribers.\n\t\t<\/p>\n\t\t<div class=\"form-item\">\n\t\t\t<p class=\"input\"><span class=\"wpcf7-form-control-wrap\" data-name=\"email-001\"><input size=\"40\" maxlength=\"80\" class=\"wpcf7-form-control wpcf7-email wpcf7-validates-as-required wpcf7-text wpcf7-validates-as-email\" aria-required=\"true\" aria-invalid=\"false\" placeholder=\"Email address\" value=\"\" type=\"email\" name=\"email-001\" \/><\/span>\n\t\t\t<\/p>\n\t\t\t<p class=\"send\"><input class=\"wpcf7-form-control wpcf7-submit has-spinner\" type=\"submit\" value=\"SUBSCRIBE\" \/>\n\t\t\t<\/p>\n\t\t<\/div>\n\t\t<p class=\"yos-img\"><img decoding=\"async\" src=\"\/blog\/wp-content\/uploads\/2022\/05\/NEW_YOS.png\" \/>\n\t\t<\/p>\n\t<\/div>\n<\/div><div class=\"wpcf7-response-output\" aria-hidden=\"true\"><\/div>\n<\/form>\n<\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8939038 MicroFont elementor-widget elementor-widget-text-editor\" data-id=\"8939038\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h3><span style=\"font-weight: 400;\">Explanation of Findings<\/span><\/h3><p><span style=\"font-weight: 400;\">Researchers hypothesized that the link consumers draw between high-frequency sounds and healthy foods relate to other shared associations between these things.<\/span><\/p><p><span style=\"font-weight: 400;\">Specifically, researchers said that consumers might attribute the health-food qualities of small portions and fresh flavors to high-frequency sounds. Conversely, consumers might unconsciously associate low-frequency sounds and unhealthy foods as excessive and indulgent.<\/span><\/p><p><span style=\"font-weight: 400;\">The team expressed further interest in expanding on the results by continually investigating consumer brain patterns that lead to the connection.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">This type of study would involve monitoring brain mechanisms through functional MRI (fMRI.) The process would allow researchers to grasp what causes the psychological link between high-frequency sounds, stimulating visual cues, and healthy foods.<\/span><\/p><p><span style=\"font-weight: 400;\">Source: <\/span><a href=\"https:\/\/phys.org\/news\/2022-05-consumers-associate-higher-pitched-commercials-healthier.html\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Nanyang Technological University<\/span><\/a><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>We\u2019re all aware of the marketing tricks or methods that advertisers use to get us to purchase the advertised product. Here\u2019s a new one: consumers associate commercials that contain higher-pitched sounds with healthier food products. A new study performed by&#8230;<\/p>\n","protected":false},"author":21,"featured_media":31252,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[{"category_link":"https:\/\/www.adcore.com\/blog\/all\/","category_name":"All"},{"category_link":"https:\/\/www.adcore.com\/blog\/marketing\/","category_name":"Marketing"},{"category_link":"https:\/\/www.adcore.com\/blog\/marketing\/marketing-news\/","category_name":"Marketing News"},{"category_link":"https:\/\/www.adcore.com\/blog\/marketing\/research\/","category_name":"Research"}],"tags":[],"authors":[],"article_types":[180],"staff_picks":[],"promotions":[178],"class_list":["post-31054","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-all","category-marketing","category-marketing-news","category-research","article_types-news","promotions-microsoft-coupon"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts\/31054","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/users\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/comments?post=31054"}],"version-history":[{"count":18,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts\/31054\/revisions"}],"predecessor-version":[{"id":32059,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts\/31054\/revisions\/32059"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/media\/31252"}],"wp:attachment":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/media?parent=31054"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/categories?post=31054"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/tags?post=31054"},{"taxonomy":"authors","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/authors?post=31054"},{"taxonomy":"article_types","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/article_types?post=31054"},{"taxonomy":"staff_picks","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/staff_picks?post=31054"},{"taxonomy":"promotions","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/promotions?post=31054"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}