Music and Marketing

Adrian C. North · David J. Hargreaves

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Consumer Retail Behavior Studies Marketing and Advertising Strategies Consumer Market Behavior and Pricing

Abstract

Abstract This chapter summarizes the many ways in which music and marketing relate to one another. It argues that the range of the effects that music can have on consumer behaviour is striking. The available research suggests that the ‘right’ kinds of music can typically lead to increases in turnover of around 10 per cent, such that piped music makes clear commercial sense. Note also that different types of music very clearly have different effects. Businesses cannot regard music as a homogeneous sonic mass.

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References

1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement 1992Advances in Consumer Research 2006Experimental Study of Inequality and Unpredictability in an Artificial Cultural Market 1994The Influence of Store Environment on Quality Inferences and Store Image 2004Metacognitive Experiences in Consumer Judgment and Decision Making 2025Advances in Consumer Research 1992Antecedents and Consequences of Attitude Toward the Ad: A Meta-Analysis 1986The Influence of Background Music on the Behavior of Restaurant Patrons

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2014La persuasión de la música en la publicidad. El ejemplo Coca-Cola.

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