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How does the effect of “acoustic wallpaper” work?

Can recipients’ auditory attention be controlled? What factors have an impact on a particular level of attention? Discover what’s behind the effect of “acoustic wallpaper” in audiomarketing.

Passive and active perception of music

When you are in a shopping centre, you usually don’t pay attention to music played in shops, halls, toilets or the car park. You just stroll from one place to another and actually, it is only when the music stops that you become aware of its earlier presence.

It’s because you usually balance between passive and active perception of music which – due to audiomarketing – accompanies you practically everywhere. Music constitutes a background, and after a while, out of the blue, it comes to the foreground and you randomly start processing it actively.

What influences the fact that music constitutes a background?

What influences passive or active perception of music at points of sale? The fundamental issue is to identify the factors that may affect a particular level of attention.

You probably wonder if these are the features of music itself (e.g. its volume, tempo, genre or repetition of musical structure) or maybe the characteristics of listeners (e.g. their age, gender or their musical experience)? But what if it is the context in which music appears that plays the key role here? For example, it would imply that contact with music at points of sale should, by default, result in the passive perception of music. Or are all factors significant and in fact, it is the relations between them that are crucial?

As you can see, the range of factors is diverse and there’s no obvious answer to this question.

How to apply the effect of “acoustic wallpaper” in practice?

There’s no one universal method of controlling recipients’ auditory attention. The effect of “acoustic wallpaper” should be perceived as a result of mutual interaction between three dimensions: music, listener and the context in which music appears. Auditory effect also depends on a listener’s musical expectations, habits and preference. Audiomarketers draw attention to this aspect in particular.

In any case, recipient’s contact with music at points of sales is characterised by a fairly high dynamic. That’s why the result of the perception process and musical responses (to background music) are so hard to predict and there’s simply no perfect method of applying the acoustic wallpaper effect in audiomarketing.

 

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: The effect of “acoustic wallpaper” in audiomarketing or How does audiomarketing work?
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