Impact on sentiment
"All humans are created to be musical. Babies as young as three days old display basic abilities to process music, even when they are asleep." - read more
Dr Vicky Williamson, Immedia's Scientific Advisor
As human beings, we are hard-wired to react to sound and music. A study that we carried out at Immedia shows that the overwhelming majority of shoppers prefer to hear music over silence in-stores.
But that music can't be aural wallpaper. That sound of your brand needs to be carefully chosen to match your business and the demographics of your customers.
Otherwise - as our research also shows - many of your shoppers will be heading for the exits.
In contrast however, music that fits well with a product / office / shop or restaurant can create a consistent and more easily processed cognitive message to your staff and employees. It is naturally more relaxing and primes the mind to think in certain ways that has measurable effects on our behaviour.
This includes:
- Product choice: Music from a particular cultural background has been shown to influence choices of wine, food and even petrol.
- Impression: Classical music can create an upmarket atmosphere in some environments (where it is appropriate!) leading to perceptions of higher quality and service.
- Spending: Musical style can influence opinions of a product under consideration; studies have shown that people perceive the products to be more high quality in the presence of select music and would therefore be prepared to spend more.
"Music establishes the mood, helps motivate the subconscious and can create a lasting impression on existing and potential customers"
Michael Morrison, Monash University
