Music and Marketing
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.
Citation
North, Adrian C. and Hargreaves, David J. 2009. Music and Marketing, in Patrik N. Juslin (ed), Handbook of Music and Emotion: Theory, Research, Applications, pp. 909-930. Oxford: Oxford University Press.
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Users without a subscription are not able to see the full content.Handbook of Music and Emotion: Theory, Research, Applications
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North, Adrian; Hargreaves, David; Hargreaves, J. (2004)The value of music in people’s everyday lives depends on the uses they make of it and the degree to which they engage with it, which are in turn dependent on the contexts in which they hear it. Very few studies have ...
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