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Audiomarketing and the knowledge activation effect

What tools do audiomarketing companies use? What is the knowledge activation effect and what role does it play in audiomarketing‘? Discover the power and importance of (background) music at the point of sale, especially before Christmas.

What do Champions League and Christmas have in common?

The very first sounds of the Champions League anthem cause football fans to shudder with emotions. It’s a signal that the next match is about to start, so they drop everything and follow the broadcast with bated breath.

At the same time, only a few realise that they are actually hearing the cover of one of the four coronation anthems by the Baroque master George Handel. Thanks to mass media and a process of directed stimulation, Zadok the Priest, which was originally composed for the coronation ceremony of British monarch, George II of Hanover, has become a sound showcase for a global sport event.

The Christmas music, which has been resounding in shopping malls since November is based on an analogous mechanism. It evokes associations and memories associated with Christmas. These are often of an individual nature. Under the influence of auditory stimuli, we begin to plan and think about how to sensibly lay out our shopping. We analyse what will be needed. Sometimes, spontaneously, “on the spur of the moment”, we decide to buy a gift.

The backstage of priming

The mechanism described is the effect of knowledge activation. It is based on the assumption that music (also in spite of passive perception) is able to activate overarching knowledge structures, which in turn can influence the reactions of listeners. This phenomenon is referred to as priming.

The process is based on music’s ability to evoke certain thoughts and networks of associations that individuals have built up from their experiences. These are often shared by large groups of people, which is particularly evident in cultures dominated by mass media.

The knowledge activation effect, audiomarketing and sonic branding

The knowledge activation effect is readily used in marketing communications in audiomarketing or sonic branding. These activities involve the purposeful use of auditory stimuli (including music) to build brand strategy. As numerous studies have shown, music is becoming an effective message-creating medium. It evokes or mediates appropriate responses in the target group, also on a cognitive level.

Author: Sylwia Makomaska

 

#psychologiamuzyki #musicpsychology #strefapsychologiimuzyki #musicpsychologyzone #muzykatła #backgroundmusic #audiomarketing #priming #knowledgeactivationeffect #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: The effect of “acoustic wallpaper” in audiomarketing and How does audiomarketing work?
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