Music plays an important role in marketing strategies and prove to be an useful tool to highlight a brand or products. According to several studies, background music has a positive impact on the consumer in terms of cognitive, behavioral and emotional attitudes.<\/p>\n
<\/p>\n
Cognitive reactions<\/strong><\/p>\n Image perception, quality and brand values evaluation<\/em><\/p>\n <\/p>\n Musical mood influences a consumer’s ability to:<\/p>\n – differentiate a brand from its competitors<\/span><\/p>\n – significantly increase the added value perceived by this consumer<\/p>\n – get information on the visited location<\/p>\n <\/p>\n Emotional Reactions<\/strong><\/p>\n Sensory experiences enrichment, pleasure, mood, emotion<\/em><\/p>\n <\/p>\n In a point of sale, background music humanizes the place contrary to silence which can cause a feeling of anxiety and stress. Moreover, the style of music, its tempo or time of purchase directly influence the emotional states of an individual.<\/p>\n <\/p>\n Behavioral reactions<\/strong><\/p>\n Intention to buy, willingness to spend more, willingness to come back, desire to stay longer<\/em><\/p>\n <\/p>\n Music can also influence client\u2019s willingness to get in touch with the staff, its sensitivity to the received advice or the desire to come back.<\/p>\n Finally, the average basket would increase by at least 10% when musical mood is adapted to the place <\/span>(The Psychology of Music, North, Hagreave<\/em>).<\/p>\n <\/p>\n This is especially true for luxury brands<\/span> such as boutiques and hotels, for which it is necessary to provide a real sensory experience, to awaken emotions and make clients dream. Choosing playlists carefully is very important because it has a direct positive impact on consumers.<\/p>\n <\/p>\n <\/p>\n