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Sensory marketing and Christmas

What tools do audiomarketing companies use before Christmas? What is sensory marketing and cross-modal perception? Discover the power and importance of festive (background) music at the point of sale.

The shopping mall at Christmas time is a veritable temple of consumerism. The atmosphere is created by the ubiquitous baubles, lights and Christmas trees. The dominant colours are red, green and gold. The smell of cinnamon and baked gingerbread brings back fond memories and makes us feel (almost) at home. The sounds of Christmas hits reach our ears. Last Christmas and Jingle bells are constant reminders that Christmas is just around the corner…

The senses under control

The stationary point of sale is an ideal object from the point of view of the sender of marketing messages. It gives access to all the customer’s senses.
The shop design, original colours or type of lighting attract the eye. Scents and sounds engage further senses. This is completed by the possibility to touch the products and, in the case of culinary specialities, even to taste them… All dimensions of the commercial environment draw the consumer into the spectacle of sensory marketing.

Cross-modal perception

The senses influence each other, and information processed within one modality is modulated by phenomena occurring in other modalities. This is known as cross-modal perception. As a result, the presentation of a given stimulus can affect the perception of stimuli presented to another modality, or the ability to respond to the latter. For example, a perceived sound can also affect visual perception and an incoming smell can affect perceived taste.

The festive synergy of the senses

The relationship between the different senses is the subject of many experimental studies. Of particular interest was the search for stimuli associated with Christmas.

In one experiment, four different conditions were created in a specially prepared shop. The authors of the study (Spangenberg, Grohmann and Sprott 2005) used songs from two Amy Grant albums, Home for Christmas (Christmas music) and Heart in Motion (non-Christmas music). The (non)Christmas music was presented together with the Christmas scent or no scent was introduced.

It turned out that the combination of Christmas music and Christmas fragrance had a positive effect on the evaluation of the sales venue. Equally high evaluations appeared in the case of the presence of non-Christmas music alone. In contrast, Christmas fragrance occurring with non-Christmas music lowered the evaluation of the shop, as did the presence of Christmas music alone.

The congruency of auditory and olfactory stimuli at the point of sale thus translated into a higher rating of both the shop itself and the products offered in it. However, this is not the end of the story. The likelihood of returning to the location also increased.

This is excellent evidence that sensory consistency at the point of sale generates not only short-term effects, but also translates into long-term behaviour.

Author: Sylwia Makomaska

 

#psychologiamuzyki #musicpsychology #strefapsychologiimuzyki #musicpsychologyzone #marketingsensoryczny #sensorymarketing #Christmas #audiomarketing #sylwiamakomaska

 

In the Music Psychology Zone, you will find out how (background) music affects customers at points of sale. In subsequent publications, we will explain what strategies are used in audiomarketing and why (background) music can also evoke negative emotions.

See also: Audiomarketing and the knowledge activation effect or How does audiomarketing work?
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