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Handbook of Music and Emotion: Theory, Research,
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Patrik N. Juslin

Print publication date: 2010

Print ISBN-13: 9780199230143

Published to Oxford Scholarship Online: March 2012

DOI: 10.1093/acprof:oso/9780199230143.001.0001

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PRINTED FROM OXFORD SCHOLARSHIP ONLINE (oxford.universitypressscholarship.com). (c) Copyright Oxford University Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in OSO for personal use. date: 03 December 2021

Music and Marketing

Music and Marketing

(p.909) Chapter 32 Music and Marketing
Handbook of Music and Emotion: Theory, Research, Applications

Adrian C. North

David J. Hargreaves

Oxford University Press

This chapter summarizes the many ways in which music and marketing relate to one another. It argues that the range of the effects that music can have on consumer behaviour is striking. The available research suggests that the ‘right’ kinds of music can typically lead to increases in turnover of around 10 per cent, such that piped music makes clear commercial sense. Note also that different types of music very clearly have different effects. Businesses cannot regard music as a homogeneous sonic mass.

Keywords:   music psychology, emotions, advertising, consumer behaviour

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