ISSN 2520-6265 (print)
ISSN 2520-6273 (online)
Authors:
A. B. Kovalenko, Doctor in Psychological Sciences, Professor,
Head of the Department of Social Psychology,
Taras Shevchenko National University of Kyiv
ORCID: 0000-0001-6458-5325
Researcher ID: O-7330-2019
E-mail: abk2015@ukr.net
D. S. Borysov, 1st year Master student,
Faculty of Psychology,
Taras Shevchenko National University of Kyiv
ORCID: 0009-0009-7947-6012
E-mail: dan1265borysov@gmail.com
DOI: https://doi.org/10.17721/upj.2024.2(22).2
Article Information
Issue: 2(22) 2024, pages: 25-44
Language: Ukrainian
Received: 15.10.2024
1st Revision: 18.10.2024
Accepted: 21.10.2024
The article presents a theoretical and empirical study how music used in rehabilitation programs influences on clients’ emotional states in the wartime conditions. A negative affect relates with various aspects of decision-making, in particular, it relates positively with avoidance and procrastination and negatively with vigilance and hypervigilance. A positive affect, on the contrary, relates with a tendency to avoid and procrastination. Music, which improves emotional states, can be an effective tool improving the ability to make decisions. Respondents’ emotional states were also associated with their consumer behavior. Thus, a positive affect is associated with perfectionism, impulsive shopping, and regular consumption, while a negative affect has inverse relations with these strategies. At the same time, a negative affect reduces the tendency to assess price as an indicator of goods quality and the desire for perfectionism. During respondents’ participation in a rehabilitation session with the aim to reduce stress and improve their emotional states, the used musical accompaniment contributed to positive influence on participants’ emotional state, increasing their positive affect and significantly reducing their negative emotions. Changes in certain aspects of consumer behavior were found: increased perfectionism and regular consumption. Significant changes were also found in various aspects of decision-making: increased vigilance and hypervigilance, and decreased indicators on avoidance and procrastination. This proves that music can become an effective tool in rehabilitation, improving people’s emotional states, especially in conditions of stress and uncertainty that arise during the war. The obtained results reveal prospects for further research into appropriate musical accompaniment that can be used in marketing campaigns, brand advertising, at points of sale, contributing to increasing brand awareness, improving the advertising message perception, creating an emotional connection with consumers, and forming in consumers an intention to try a product or ask for a service.
Key words: musical accompaniment, rehabilitation, emotional state, consumer behavior, decision-making process.
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