Commercial applications of music psychology: advertising,

marketing and customer control MUSI 3912

Applied Psychology of Music

Overview

• Some history (from court to company)

• Some theory (arousal, communication)

• Areas of interest– Public music– Shop music– Jingles– TV and radio adverts– Company songs– Hold music

• Summary and thoughts for further study

Some history (from court to company)

• Court life– Music as symbol of

• Wealth• Refinement

– Music as • Background• Foreground

• Company life– Music as symbol of

• Wealth• Refinement• Other values/ideas (company or customer)

– Music as • Advertising tool• Promotional tool• Employee management

Some theory (arousal, signification)

• Arousal– In itself– To an end

• Attention (perception)• Memory (recall and recognition)

• Signification/Communication– Conventional signs (may start from motivation)

• Agreed within a culture• Opera => sophistication/Hip-hop => skatewear• Theme accompanies product (Channel 4 motif)

– Motivated signs• Direct relationship between sign and content• Often indexical• Electronic music for electronic components

– Connotation• A sign which signifies another sign• Play some music that signifies something you want associated with the product• Hip-hop (signifies a group of people and values) to help sell trainers (a thing)

– Denotation • A sign which signifies a referent• Play the music you are trying to sell• Opera (signifies opera) to help sell opera

• Both require customer knowledge…

Areas of interest

• Jingles

• TV and radio adverts

• Company songs

• Shop music (case study)

• Hold music (case study)– (www.muzak.com/)

• Beyond the commercial – psychological warfare

Summary and thoughts for further study

• Music acts as– Information (e.g. about a product or place)– Stimulus for arousal/memory– Stimulus to change behaviour (pace/extent/focus)

• May affect judgements of duration• May affect internal states (mood, anxiety)• Effect may depend on liking and fit• Does it control, modify, constrain or afford

behaviour and/or mood?