HOW DOES MUSIC PROGRAMME BUYERS?

New secrets of supermarkets are on the board, my friends.

Do you think music in shops is playing just for you pleasure? And the choice of it is accidental? No. In marketology there's nothing accidental. Let's look what role music plays in shopping. 

Of course, at all times, the customer took care of the influence of the advertising text on the potential client. However, full-scale research in this area falls on the second half of the 20th century, when technological progress allowed a qualitative study of the impact of advertising on society in accordance with the latest psychological theories.

So, from the 2nd part of XX century, psychologists and marketers have begun to study the impact of music on the behavior of buyers and found that it is sound is one of the most effective tools for programming potential customers.

By ear, we remember 70% of the data, visually - 72%, in the aggregate, both channels of perception give 86% of the acquired information. The heard sounds are held in the memory for 4-5 seconds, while the image is only 1.5 seconds. Experiments have shown that it is easier to convince a person of the advantages of a good by telling them orally.

It is also known that the smallest sound nuances influence the buying activity. In the hands of marketers was information about the direct psychological impact on the consumer of background music, timbre and intonation of the voice, the duration of the advertising message, the intentional use of noise and infrasound, loudness of tunes and even their relevance at certain times of the day.

For example, it is known that human perception is subjective, and therefore it is impossible to develop "effective" melodies at once for all clients. Therefore, creators of advertising conditionally divide the society into target groups, selecting a certain background for each of them.

The influence of music depends on whether it coincides with the demographic nature of buyers. Therefore, according to the laws of audio advertising, melodies playing in shopping centers should differ at different times of the day: in the first half of the day, the store is visited by pensioners and housewives, which are better influenced by quiet music, in the evening, the halls are filled with workers, students and businessmen, for whom the modern and rhythmic music is more effective.

It is proved that slow, harmonious melodies contribute to the fact that the buyer will walk in the store for a long time, fast ones mean he will leave faster. Do you notice? It's really so!

Nowadays specialized companies which professionally select music for stores are extremely popular! Some years ago an average supermarket had to pay about 20 thousand dollars for their services! However, the high demand for such studies confirmed their effectiveness.

Friends, do you agree music plays such a great rople in our life? And do you notice its influence on you?