How does music affect consumers behavior ?

Music plays an important role in marketing strategies and prove to be an useful tool to highlight a brand or products. According to several studies, background music has a positive impact on the consumer in terms of cognitive, behavioral and emotional attitudes.

 

Cognitive reactions

Image perception, quality and brand values evaluation

 

Musical mood influences a consumer’s ability to:

– differentiate a brand from its competitors

– significantly increase the added value perceived by this consumer

– get information on the visited location

 

Emotional Reactions

Sensory experiences enrichment, pleasure, mood, emotion

 

In a point of sale, background music humanizes the place contrary to silence which can cause a feeling of anxiety and stress. Moreover, the style of music, its tempo or time of purchase directly influence the emotional states of an individual.

 

Behavioral reactions

Intention to buy, willingness to spend more, willingness to come back, desire to stay longer

 

Music can also influence client’s willingness to get in touch with the staff, its sensitivity to the received advice or the desire to come back.

Finally, the average basket would increase by at least 10% when musical mood is adapted to the place (The Psychology of Music, North, Hagreave).

 

This is especially true for luxury brands such as boutiques and hotels, for which it is necessary to provide a real sensory experience, to awaken emotions and make clients dream. Choosing playlists carefully is very important because it has a direct positive impact on consumers.

 

 

For more information about Music For Guest services please contact: contact@musicforguest.com