Well, we know that thousands upon thousands of research studies show that music has a tremendous effect on human behavior, including consumption. From specific music genres being associated with particular price to the direction of music affecting what products customers choose.
As much as recent consumer research indicates a growing interest in sustainable and conscious consumption, the actual sales can still often show a different scenario. A phenomenon called ‘attitude-behaviour gap’ or ‘intention-behaviour gap’ is at play here. Although many customers say that they want to or even are more sustainable, when it comes to actual purchases, other motivations, like price, design or popularity, are often winning the internal mind fight resulting in less than conscious purchases.
The 2022 research found out that using music more creatively can help to bridge this ‘attitude-behaviour gap’.
Major mode music is often associated with happiness and joy and the same thing happens with fast tempo music. The research found that major mode music reduces the attitude-behaviour gap by 40% to 50% and that the attitude-behaviour gap is smallest when major mode music is played at a fast tempo.
This was found true, especially in advertisements. Consumers who were shown ads with up-tempo, major mode music, were found to purchase more of the products in the ads even if they had no background in sustainability or ethical consumption.
Changing attitudes and behaviours is required to really get the majority of customers closer towards conscious consumption. The more subtle elements like music, that more effectively impact the human subconscious, are usually more useful in achieving that change.
Next time you are designing a retail store, an advert or an experiential event, think about how you can use music and other sensory elements to affect not only behaviour but also change internal attitudes and beliefs.
Author: Alice Micheletti