Audiomarketing - music as a tool for indirect persuasion

• Authors: Sylwia Makomaska
• Languages of publication: PL

Abstracts

PL

In modern society, music penetrates most of our everyday activities, and so one is not surprised that it has become commonplace, and even expected by consumers, in places of sale. Contemporary shops are no longer merely points of sale. They have become a sort of medium between clients, on one hand, and vendors and producers, on the other. Audiomarketing is a term used to define a modern marketing tool that uses music to create the unique atmosphere of a particular place and to influence consumer in places of sale. To explain the audiomarketing phenomenon, a review of selected studies concerning the problem of emotional responses to music has been presented. These findings are supported by a review of some investigations indicating that music can have a strong impact on consumer behaviour (e.g. music and the speed of customer activity, music and time perception, the effects of music on sales, etc.). The presented examples of experimental research provide excellent proof that it is worth introducing suitably chosen music into a space where people buy and consume. This is due above all to the fact that present-day society, overwhelmed by vociferous messages, prefers emotional arguments, and music can act as an excellent tool for communicating with consumers on an emotional level.

Keywords

PL

audiomarketing; music and emotions; consumer behaviour

• Publisher: Uniwersytet im. Adama Mickiewicza w Poznaniu
• Journal: Interdisciplinary Studies in Musicology
• Year: 2011
• Issue: 10
• Pages: 77-86

Dates

published

2018-10-17

Contributors

author

Sylwia Makomaska

• assistant professor at the Institute of Musicology at Warsaw University. In 2008 she gained her Ph.D. from Warsaw University for a dissertation Występowanie różnych rodzajów słuchu absolutnego w środowisku młodzieży polskich szkół muzycznych [The prevalence of various kinds of absolute pitch among students of Polish music schools]. Her interests include psychoacoustics, psychology and sociology of music. She has contributed to the periodicals Archives of Acoustics, Ruch Muzyczny and Twoja Muza. She has also participated in many research projects carried out in cooperation with the Department of Music Acoustics at Warsaw Academy of Music.