In commercial settings like stores and restaurants, music is more than background noise. It is a deliberate choice designed to influence moods and behaviors, often on a subconscious level. This subtle influence guides customer actions without their direct awareness, shaping their experience.
The Psychological Link Between Music and Emotion
The brain processes music when sound waves are converted into nerve signals that activate the brain’s auditory nerves. Different parts of the brain then work to interpret various musical components. For example, the cerebellum processes rhythm while the frontal lobes handle the emotional content.
This neurological process explains music’s strong connection to human emotion. Hearing music can trigger the release of dopamine, a neurotransmitter associated with pleasure and reward, making a person feel good. This is known as mood contagion, where a listener begins to feel the emotion expressed by a piece of music. If a song starts with a sad tone but builds to a positive resolution, it can improve a listener’s mood.
Music also has a deep connection to memory, as sounds can evoke vivid autobiographical memories. This link between music, memory, and emotion is why it is an effective tool in commercial environments. By tapping into these neural pathways, businesses can create atmospheres that resonate with customers emotionally and influence their behavior.
How Specific Musical Elements Alter Behavior
Tempo and Pace
The tempo, or speed, of music significantly affects consumer actions. Fast-tempo music increases arousal, leading people to move more quickly. In a restaurant, this translates to faster eating and increased table turnover, while in a retail store, upbeat music speeds up how shoppers walk through the aisles.
Conversely, slow-tempo music has the opposite effect, encouraging a more leisurely pace and prompting customers to linger. A 1982 study discovered that playing slow music in a store led to a 32 percent increase in sales, attributed to the additional time shoppers spent with merchandise. In restaurants, slower music increases the time diners spend at their table, which often leads to higher spending on extras. This makes slower music a strategic choice for businesses aiming to increase total sales per customer rather than the volume of customers served.
Volume and Arousal
The volume of background music impacts a customer’s stimulation and comfort. Loud music can increase energy and excitement, which may be fitting for brands targeting a younger demographic. However, excessively loud music can be overstimulating and shorten the time a customer spends in a store. If the volume is too high, it can become distracting or intrusive, discouraging shoppers from browsing or interacting with staff.
Softer music creates a more relaxed and sophisticated atmosphere. Studies show that when music is played at a lower volume, consumers spend more time in the store. In a restaurant context, softer music has been linked to larger spending per table, with one study revealing higher average bills compared to when it was loud. A moderate volume enhances the environment without overwhelming the customer.
Genre and Brand Perception
The genre of music played in a commercial setting shapes how customers perceive a brand’s identity. Different musical styles create distinct atmospheres and can attract specific clientele. For instance, classical music can cultivate an environment of luxury, sophistication, and elegance. This perception influences spending, as one study in a wine store found that customers spent more when classical music was playing compared to top-40 pop music.
Pop music can make a brand feel more fun, current, and accessible, appealing to a broader and younger audience. A coffee shop playing pop music might be perceived as more lively than one playing classical. Aligning the genre with the target demographic’s preferences helps build a brand’s personality. Country music, for example, can create a feeling of utility, while jazz can evoke a sophisticated feel.
Familiarity and Comfort
The familiarity of the music played can have a complex effect on shoppers. Hearing familiar songs can be comforting and engaging, creating a positive atmosphere that might make customers stay longer. This positive mood can correlate with higher purchase intentions. Familiar music can also make wait times feel shorter because it is more engaging.
However, familiar music can also be distracting. Because it triggers memories and associations, it demands more cognitive processing from the listener. This increased mental load can interfere with decision-making or draw focus away from products. In contrast, unfamiliar or instrumental music fades into the background more easily, allowing customers to concentrate on their shopping or dining experience without cognitive distraction.
Music’s Role in Different Commercial Environments
The principles of musical influence are applied differently across commercial settings. A fine-dining restaurant aiming for a luxurious and leisurely experience will play slow-tempo classical or jazz music. This encourages patrons to relax, spend more time at their table, and consequently purchase more items like appetizers, desserts, and wine.
In contrast, a fast-food restaurant’s goal is high customer turnover. These establishments play upbeat, fast-tempo music to encourage customers to eat more quickly and free up seating.
Other environments use music to create a specific mood that aligns with their service. A spa will use calm, ambient, and slow instrumental music to promote relaxation and tranquility. A clothing store targeting teenagers will play loud, trending pop music to create a high-energy, exciting environment. In each case, the soundscape is curated to shape behavior and reinforce the brand’s image.
Developing a Sonic Branding Strategy
Beyond a simple background playlist, a sonic branding strategy involves the cohesive use of sound to reinforce a brand’s identity. Also known as audio branding, this practice treats sound as a core component of a brand, similar to a visual logo. The goal is to create a unique audio experience that customers associate with the company, including jingles, sound logos, or a specific musical style.
Some of the most recognizable examples of sonic branding have become part of popular culture. The short, five-note chime from Intel or the “I’m Lovin’ It” jingle from McDonald’s are instantly identifiable. These sounds, often called sound logos or “sogos,” are designed to be short, memorable, and capable of conveying brand values. A successful sonic identity can differentiate a brand and forge an emotional connection with consumers.
This strategy creates long-term brand recall and loyalty. When a customer hears Netflix’s “ta-dum” sound, it immediately signals the start of an entertainment experience. This consistent use of a specific sound builds a powerful, non-verbal association that can be more emotionally resonant than visual branding.
Legal Requirements for Playing Music in a Business
Businesses cannot legally play music from personal streaming accounts, such as Spotify or Apple Music, for their customers. Those services are licensed for personal, non-commercial use only. Playing copyrighted music in a public commercial space is a “public performance” under U.S. copyright law and requires specific licensing to compensate the songwriters and publishers.
To legally play copyrighted music, businesses must pay licensing fees to Performance Rights Organizations (PROs). In the United States, the main PROs are the American Society of Composers, Authors and Publishers (ASCAP), Broadcast Music, Inc. (BMI), and SESAC. Because these organizations represent different artists and publishers, a business may need licenses from multiple PROs for comprehensive legal coverage.
Failing to secure the proper licenses can lead to significant fines for copyright infringement. As an alternative, businesses can subscribe to commercial music streaming services. These services are designed for business use and handle all necessary licensing fees as part of their subscription, providing a legally compliant solution.