Music and advertising

Kirk N. Olsen, William Forde Thompson

Research output: Chapter in Book/Report/Conference proceedingChapterResearchpeer-review

Abstract

[Extract]
Background music is used for many purposes in our day-to-day life. We often
listen to music while studying, entertaining guests, or just relaxing on our own.
Music creates a mood that subtly influences how we feel. In many situations, we
control the choice of music to ensure it has the outcome we desire, whether to
energize, relax, contemplate, or celebrate. But background music is also used in
contexts where we do not have control over the music. Television commercials,
retail stores, and restaurants often use music as a device to influence our thoughts, feelings, and behaviors. In all such cases, music is used to help advertise a product or service. The goal of using music is to influence potential consumers by increasing their positive attitudes toward a brand or service, thereby increasing the revenue potential of their business, whether that business is the sale of clothing, tourism, computers, or food. In the field of behavioral economics, such techniques are sometimes referred to as “nudges,” defined as strategies that subtly influence the behavior and decision-making of people without actually enforcing or prohibiting options.
Original languageEnglish
Title of host publicationThe science and psychology of music: from Beethoven at the office to Beyoncé at the gym
EditorsWilliam F. Thompson, Kirk N. Olsen
Place of PublicationSanta Barbara
PublisherABC-CLIO
Chapter35
Pages192-197
ISBN (Electronic)9781440857720
ISBN (Print)9781440857713
Publication statusPublished - 2021
Externally publishedYes

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  • Competitions: judging expertise

    Thompson, W. F. & Dromey, C., 2021, The science and psychology of music: from Beethoven at the office to Beyoncé at the gym. Thompson, W. F. & Olsen, K. N. (eds.). Santa Barbara: ABC-CLIO, p. 69-74

    Research output: Chapter in Book/Report/Conference proceedingChapterResearchpeer-review

  • Cross-cultural research in music psychology

    Thompson, W. F. & Olsen, K. N., 2021, The science and psychology of music: from Beethoven at the office to Beyoncé at the gym. Thompson, W. F. & Olsen, K. N. (eds.). Santa Barbara: ABC-CLIO, p. 36-41

    Research output: Chapter in Book/Report/Conference proceedingChapterResearchpeer-review

  • Defining music

    Thompson, W. F. & Olsen, K. N., 2021, The science and psychology of music: from Beethoven at the office to Beyoncé at the gym. Thompson, W. F. & Olsen, K. N. (eds.). Santa Barbara: ABC-CLIO, p. 3-7

    Research output: Chapter in Book/Report/Conference proceedingChapterResearchpeer-review

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