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The effect of “acoustic wallpaper” in audiomarketing

A wallpaper is associated with interior design or an image displayed on computer or phone screens. Does auditory wallpaper exist? What is the effect of “acoustic wallpaper” and why is it used in audiomarketing?

When music is only in the background

Remind yourself about your last visit to a shopping centre. Did you buy anything? If so, try to answer the following question: what music was played in the shopping centre at the time?

Most of you will probably reply that you cannot remember whether there was any music at the point of sale at all. Some of you will say that “something was being played”, but you completely can’t remember the title, artist or even genre. Does it come as a surprise?

Probably not. A visit to a shopping centre is not like going to the concert hall where – by default – listeners are intended to receive music actively and attentively. Similarly, this is not a situation in which we listen to the newest album of our favourite band on the way to work or at home. Audiomarketing creates a completely different context in which we deal with music.

Consumer’s auditory attention

Music perception at points of sale is a specific form of contact between listeners and music. While shopping, we don’t concentrate on music, and our attention is distracted. All our senses work intensively because we are bombarded with enormous amounts of visual, auditory, olfactory and tactile stimuli.

Yet, that’s not all as at points of sale, it is broadcasters who deliberately impose music on recipients. Therefore, music is not a neutral and random background to the shopping experience but a tool used for influencing people in audiomarketing strategies.

The effect of “acoustic wallpaper” in service to audiomarketing

The audiomarketing efficiency is connected to the effect of “acoustic wallpaper”. This is a situation in which music is located on the periphery of listeners’ auditory attention, and is processed in a superficial way.

Going beyond conscious perception, it becomes a hidden stimulus, but at the same time, it remains beyond our attention centres. However, it is not a legally prohibited subliminal stimulus, which is why music is so readily introduced into contemporary commercial settings.

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: How does audiomarketing work?
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