The Psychology of Music

CEBU, Philippines - We all remember the very first concert we attended; the nostalgia we feel when a familiar tune comes on the radio; the goosebumps we sense when we hear a new song that moves us so powerfully that it triggers a myriad of emotions. Music is the catalyst to a number of emotional responses that affect how we – as consumers – can feel engaged, empowered, and attentive towards a brand. Without even requiring spoken words, music has the power to tell a story, evoke a particular feeling, or even spark a movement, serving as a true universal language.

The science behind why we react and feel the way we do when we hear music can reveal the rationale behind the tactics that are employed in some of today’s most successful campaigns. The following are five key insights pulled from a variety of social experiments and research studies that demonstrate why music can help elevate the impact of an experiential marketing program:

1. Music can create emotional equity. The power of music to make us feel a certain way has numerous implications for brands to borrow the equity associated with a tune to elicit a desired response. A touch of “happy” music can influence a positive association with even seemingly unrelated things.

2. Familiar tunes can create familiar brands. A recent study has found that familiarity with music is just as powerful, if not more powerful, in predicting choice as liking, satiation, and regret. In some cases, music can be influential enough to represent a brand itself.

3. Music can elicit greater recall. Musical prompts have a strong ability to evoke memory recall and, in some cases, even improve brain functionality. That moment when we have a song stuck in our heads, known as the “cognitive itch,” is often capitalized on by marketers in an effort to create a brand “stickiness” in consumer minds to instill a permanent memory or association.

4. Context matters. Much of our consumer decisions are made on context, despite the attributes of the product at hand. Sometime back, a social experiment on perception was conducted, in which world-acclaimed violinist Joshua Bell was asked to play on a subway platform in Washington, DC. In the 45 minutes that Joshua played in the subway station, only six people stopped to listen. At the end of the day, he had collected a total of $32. Two days prior to the experiment, Bell had sold out at a theatre in Boston, where seats averaged $100 each.

The simple exercise raises a fascinating commentary on social psychology and the importance of context in the way we make our decisions. This is not to say that the talent of the musician is undermined – but rather that the marketing of this talent can largely be augmented by the mere context in which it is promoted. Much of experiential marketing is founded on this principle – that if we take a product or asset, and place it in a context whereby consumers can share in a unique and elevated experience of the brand, we are more likely to respond positively to it.

5. There is strength in a universally shared experience. The basic hierarchy of human needs dictates an innate need for social belonging and acceptance. The ability of music to act as a universal language allows for consumers to share in the same emotional response, thereby fueling a mutual experience. The collective enjoyment of music speaks powerfully to both the prospect of evoking individual emotions, and at the same time, creating an opportunity to bring people together.

The influence of digital technology also takes the influence of music to the next level, with the growth of social music programs, aiming to give people universal access to music and connecting a global consumer base. Through music, there is enormous potential to build and create an impactful and memorable brand. And though the application of music to experiential campaigns will continue to grow through various outlets, it remains clear that the use of music as a powerful communication tool will continue to be treated as a core asset in creating a shared, meaningful experience. (www.canadiansponsorshipforum.com)