Music Psychology: How to Use Music in Advertising, Backed by Research

YOUR MIND ON MUSIC The Psychology of Songs in Advertising HOW CAN MUSIC IMPACT SALES? Our brains respond more to melody than language. It's a primitive trigger. As a result, music heavily influences things like mood, arousal and emotion. And emotions drive decisions, like whether to buy a product. 24 WHAT TYPE OF MUSIC WORKS BEST? Fast music attracts attention. But it can also distract from your key message. So take care with tempo. Classical music encourages greater spending in wine stores and restaurants. But choose a genre that makes sense in context. In retail and grocery stores, fast, loud music overstimulates, increasing both shopping speed and spend. Background music elicits positive emotions when it fits well with other ad elements. It's all about balance. SOURCES: ACRWEBSITE.ORG LE.AC.UK PSYCHOLOGYTODAY.COM COMS.HKBU.EDU.HK NICOLAS.GUEGUEN.FREE.FR USC.EDU MUSICFORMAKERS.COM D+