Neuromarketing uses neuroscience techniques to understand the subconscious processes that influence consumers’ purchasing decisions. Music is used as an important tool in neuromarketing because sounds and melodies can have a profound impact on consumer behaviour. Understanding the impact of music in neuromarketing allows brands to optimise the customer

experience and increase sales.

Music and Emotional Reactions

Music can trigger emotional responses and this can strengthen brand perception. For example, upbeat and lively music can evoke a sense of energy and happiness in customers, making them more inclined to shop. Slow tempo and soothing music, on the other hand, can evoke a sense of luxury and comfort, which is especially ideal for stores selling high-priced products.

Music and Buying Behaviour

Music can directly affect the purchasing process. For example, the tempo of the music played in a store can affect the time customers spend in the store. Fast tempo music can cause customers to move faster and therefore shop faster. On the other hand, slow tempo music can make customers move slower and spend more time, leading them to examine more products and potentially make more purchases.

Music and Brand Loyalty

Music has the power to strengthen customers’ emotional connection with a brand. A carefully chosen music theme can help consumers to differentiate a brand from others and develop a long-lasting loyalty. A music theme can reflect the personality of the brand and offer consumers a way to identify with the brand.

Music and Customer Experience

Music enriches the customer experience and improves the store atmosphere. A well-chosen store music can increase customers’ enjoyment of the shopping experience, which in turn can strengthen customer satisfaction and loyalty. When customers have a positive experience through music, they identify this experience with the brand and may choose that brand to have the same experience again and again.