Emotions sell, and music is the sound of emotions. How and why does background music have an especially strong influence on what we buy and how much we’re willing to pay? And why is audio branding a growing, research-backed business trend?
My guest today is joining me, through the wonders of technology, from Madrid! Pavle Marinković is author of the book, How to Hook Your Customer With Music. He’s in charge of the music and neuroscience department at the audio branding firm Sounditi, and is head of the neuroscience department at Alyze. He is also a music teacher, film composer, and award-winning writer on topics related to marketing, music, psychology, science, and future trends in business.
- Two ways businesses can use music to influence customers, and which is more effective for specific situations
- Purchase intention and how it can be changed by music.
- Time perception and how it can be changed by music (especially music that is familiar, liked, slow, and low volume).
- The key for businesses is to assess their environment: find the fit between the desired environment & the music to influence customer behavior.
- The effect of music on our experience with, behaviors in, and response to staff at restaurants, retail stores, medical reception areas, and customer service telephone calls.
- New facial recognition methods that more accurately measure customers’ response to music
- Pavle’s second book (coming out this fall).
- Website: https://pmarinkovic.com/
- Medium: https://pmarinko.medium.com/
- LinkedIn: https://www.linkedin.com/in/pavle-marinkovic-57201452/
- Email: firstname.lastname@example.org and email@example.com
- Instagram: https://www.instagram.com/pakimarinkovic/
- Youtube channel: https://www.youtube.com/channel/UCVWAxWyb9A-98jDjOZUoPoQ
- Ebook: How to Hook Your Customer With Music: A Six Step Evidence-Based Guide, by Pavle Marinkovic (October 13, 2020)
- Referenced resources:
- Studies on time perception: Slow tempo and time assessment;
and Music used in supermarkets and time spent inside of them
- Study on store evaluation: Better assessment of physical space and store personnel
- Content that becomes viral
Pavle shares a brief song he composed about three years ago. It’s called Vaivén (the eternal motion of coming and going). Pavle says, “It was created with a lot of love and is part of my first ever album as a solo artist. It’s a reminder of how much music means to me and the amazing things that happen when you combine multiple art forms while collaborating with wonderful people.”
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