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The power of emotions in audiomarketing

Martin Lindstrom, the pioneer of sensory marketing, claims that the most important driving forces making people shop are emotions. What is the role of mechanisms evoking musical responses at the point of sale? What is the BRECVEM(A) model and how to use it for audiomarketing?

Atmospherics of the point of sale

Dimmed lights, omnipresent mirrors, soft carpets, dark sofas upholstered with nice materials and dynamic music… The image of “a party” is tempting and attracts attention. It is difficult to ignore such a shop and not to go there, at least for a moment.

Sensory elements of the space form the atmospherics of the point of sale. According to Philip Kotler, one of the most famous marketing theorists, it is a kind of ‘silent language’. It works on three basic levels as:

  • attention-creating medium
  • message-creating medium
  • affect-creating medium.

As a result, the probability of making a purchase increases, and the shopping itself becomes an emotional experience.

Emotions and (background) music in audiomarketing

Music is an important element of the contemporary point of sale. It is selected by specialised companies offering audiomarketing services.

However, audiomarketing refers to a highly complex context in which the listener is exposed to music. Discovering the relationship between particular pieces of music and emotional responses of the listener/consumer is not an easy task. It may be facilitated by various models developed by psychologists.

BRECVEM(A) model

In terms of audiomarketing, the BRECVEM(A) model developed by Patrik Juslin is a useful tool. It includes eight possible mechanisms evoking emotional responses to music:

  • brain stem reflex
  • rhythmic entrainment
  • evaluative conditioning
  • emotional contagion
  • visual imagery
  • episodic memory
  • musical expectancy
  • aesthetic judgment

Their order is not random. These elements are grouped from the least conscious yet the most bodily affective responses to more advanced cognitive types.

This model may be useful for audiomarketing professionals and give warning that there is a great deal of unpredictability along universal mechanisms since the same piece of music may evoke opposite responses.

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: Musical responses under control or How does audiomarketing work?
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