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    Music and Marketing

    Access Status
    Fulltext not available
    Authors
    North, Adrian
    Hargreaves, David
    Date
    2009
    Type
    Book Chapter
    
    Metadata
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    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.
    Source Title
    Users without a subscription are not able to see the full content.Handbook of Music and Emotion: Theory, Research, Applications
    DOI
    10.1093/acprof:oso/9780199230143.003.0032
    ISBN
    9780199230143
    URI
    http://hdl.handle.net/20.500.11937/19016
    Collection
    • Curtin Research Publications
    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.

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