Music and Marketing
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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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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 ...
North, Adrian; Hargreaves, David (2000)Effects of the listening context on responses to music largely have been neglected despite the prevalence of music listening in our everyday lives. This article reports 2 studies in which participants (college students) ...
Schubert, E.; Hargreaves, David; North, Adrian (2014)This paper examines the idea that attraction to music is generated at a cognitive level through the formation and activation of networks of interlinked “nodes.” Although the networks involved are vast, the basic mechanism ...