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B for escape

Have you ever left the shop, because the music was too loud? It was annoying and disturbing for your shopping. Learn what the letter B in the BRECVEM(A) model stands for. Discover the power and importance of (background) music in audiomarketing.

Consumer entrapped in a noisy music environment

Loud music at the point of sale may be annoying. When you hear it, you want to leave as soon as possible. Despite the fact that you can recognise the music and you even like it, it is hard to think. The music becomes an unbearable noise, so your shopping turns into a mad rush.

You grab the nearest T-shirts without trying them on. At checkout, you add three pairs of socks without thinking much. Three for the price of two, so it is a real bargain – this is your explanation. Finally, you leave the shop and actually only the (apparent) silence in the corridor brings relief.

Letter B in the BRECVEM(A) model

Developed by Patrik Juslin, it includes eight possible mechanisms evoking emotional responses to music. They are diversified in terms of complexity and may refer to various emotions: basic (e.g. joy, sadness, fear), complex (e.g. pride, nostalgia), as well as emotions that result from cognitive evaluation of aesthetic emotions (e.g. admiration, delight).

The first on the list is a brain stem reflex. It is an automatic response of the body to sudden, loud and dissonant changes in music. It can be described as a universal auditory surprise reflex evoked by, for example, joy or happiness, but also fear, which can eventually lead to an escape response.

Brain stem reflex and audiomarketing

The fact that you automatically leave the shop due to excessive loudness of the music is a natural escape response. You start looking for somewhere more comfortable and peaceful. Sometimes after leaving a noisy environment you can think: ‘Oh, no! I won’t go to that shop again soon.’

Managers of such a place should be aware of the consequences of inadequately implemented audiomarketing strategies. Excessive loudness of music at the point of sale may be responsible for negative shopping experience. Instead of generating approach-type responses, it will lead to avoidance, even in the long term.

 

Author: Sylwia Makomaska

 

#psychologiamuzyki #musicpsychology #marketingsensoryczny #sensorymarketing #audiomarketing #marketing

 

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: The power of emotions in audiomarketing or How does audiomarketing work?
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