The Science Behind Music and Shopping Behavior

For decades, researchers and experts in cognitive science, psychology, and neuromarketing have studied how auditory stimuli influence consumer decision-making.

Of all the studies and research done, one thing is clear: music has the power to affect mood, catch attention, and even influence time perception, all of which shape retail behavior in measurable ways.

The Dopamine Effect: Using Music to Shape Customer Experience

The primary neurochemical involved in music-induced pleasure is called dopamine, a neurotransmitter associated with the brain’s mesolimbic reward pathway.

According to Salimpoor et al. (2011), listening to music triggers dopamine release in the nucleus accumbens, the same brain region activated by food, pleasure, and other rewards.

In retail settings, elevated mood states have been correlated with increased shopping duration, impulse buying, and customer satisfaction based on a study done by (Garlin & Owen, 2006)

Cheat sheet on selecting the right kind of music

Music creates a neurochemical environment that primes the brain for consumption, making it a powerful tool for shaping experiences. On the other hand, the wrong type of music could disappoint your shoppers and even drive them away. Here is a cheat sheet on selecting the right kind of music for any setting. Think of it as your secret weapon for influencing mood, focus, and behavior through sound.

Applications in Neuromarketing

Integrating music into retail settings is a key aspect of sensory marketing, which examines how sensory stimuli influence consumer behavior.

In neuromarketing, sound is used strategically to trigger emotional responses, guide attention, and influence decision-making.

Elements such as tempo, key, volume, and familiarity affect the brain—helping brands create more immersive and persuasive experiences.

Real world Case Studies

Just to give you a better grasp of how it works—remember the ads made by Coca-Cola? When you heard the "pssft" sound as they opened the bottle?

That’s actually a strategy based on research according to the study "The Sounds of Coca-Cola: On Cola-nization of Sound and Music," 

Coca-Cola has effectively transformed sound and music into core components of its global brand identity. By consistently integrating sonic branding—such as its iconic jingle, the bottle-opening sound, and carefully chosen background music—the brand creates emotional resonance, cultural familiarity, and sensory recognition.

Conclusion

For retailers and marketers, tapping into the power of sound can be a game-changer, enhancing the customer experience and driving sales. So, what do you think? Could this innovative marketing tool work wonders for your shop?

If so, simply sign up with Marico Advertising! We specialize in crafting in-store radio marketing strategies backed by research, designed to maximize engagement and boost your business.