Music as a marketing tool is not a new concept. For many years, successful brands have used radio jingles and catchy TV advertisements to persuade would-be consumers to get out there and buy products or services. There is no doubt that music can invoke emotion and through that emotion comes action.
There is plenty of science to back the theory. Music affects a person’s physiological and psychological state. This in turn affects the way that they think (cognition) and the way in which they act (behaviour).
In terms of the retail experience, it can be the icing on the cake. According to Professor Adrian North, Head of School of Psychology and Speech Pathology at Curtin University, music is becoming increasingly immersed in everyday life, and we now expect to have music in the background.
In order to communicate image effectively, music for business must ensure that it …