Music is Power: The Sound of carefully chosen music evokes specific emotional responses

Creating the perfect shopping environment is key to capturing customer attention and driving sales. Amongst the other senses, sound stands is a powerful yet often underestimated tool. The right music at the right level not only reinforces a brand’s identity but should also resonate with its target audience, subtly influencing how shoppers feel and behave. 

Music helps to set the ambience and so plays a crucial role in shaping purchasing decisions. As Richard Ashcroft says “Music is Power”.

The choice of music will significantly impact the emotions that customers are experiencing. For instance “classical music in a high-end store conveys luxury and elegance, potentially increasing the perceived value of products and encouraging more substantial spending. (Resonics, 2024). Similarly, “slower music tends to slow down shoppers' pace, encouraging them to spend more time in-store, which often leads to increased spending”, whilst “upbeat music can create a sense of urgency, pushing customers to move through the store more quickly, which can be beneficial during busy periods when high turnover is desired.” (Qsic, 2024) 

The Science

Back in 1974, Mehrabian and James Russell introduced the PAD model (short for Pleasure, Dominance, and Activation). The model explains how people react to different environments based on external factors like music. Their research suggested that shoppers either feel drawn to or put off by a space depending on how it makes them feel. In more recent interpretations, "pleasure" refers to whether a customer enjoys their experience, "arousal" reflects how engaged they feel, and "dominance" describes whether they feel overwhelmed.

If the music evokes a positive response (pleasure), stimulates the shopper (arousal), and makes them want to explore (dominance), the consumer will spend more time browsing, which can lead to higher sales. However, if the music has the opposite effect, it can push shoppers away; and in some cases, music can make them leave the store. (Idealogic, 2024) 

A sound strategy

To effectively use music in retail environments, retailers need to consider various factors, including the target audience, store layout, and brand identity.  (Illustrate Magazine, 2024) 

The above evidence and research shows that there are three major effects to be influenced by controlling what customers hear:  

• Brand perception: luxury brands might use classical music to evoke a sense of sophistication, whilst brands aimed at children might opt for more upbeat playful styles.

• Mood: Music can be used to make customers feel more relaxed or more excited, leading to a higher likelihood of making a purchase.

• Tempo: Slow paced music may promote a more absorbing shopping experience, while fast-paced music might encourage quicker browsing and impulse buys.
  Slow music has a way of calming the mind, allowing consumers to think more deeply about their options and helping them to consider items for purchase that were not necessarily on their initial shopping list. (Jukeboxy, 2024)

There are many studies that have been conducted over time to test the theory above. This study conducted in a wine store found that when French music was played, French wines outsold German wines, and when German music was played, German wines saw higher sales. Another demonstrated that specific genres of music like Jazz and Lounge can increase the amount of money spent. Many supermarkets now use in-store radio, so that even as shoppers tune out, they are still subconsciously affected by the music being played.

“background music can lead to a 10% increase in sales by enhancing the shopping experience and encouraging customers to spend more time in-store.” https://www.ft.com

In practice, this means knowing your audience really well and creating or using playlists that appeal to that demographic. The music should also reflect the ambience of the store, taking the other sense into consideration and making sure it all works in harmony.

In conclusion 

Sound has a powerful impact on consumer behavior by shaping moods, shopping pace and spending habits. By choosing the right music and playing it at the right volume, retailers can create a more engaging atmosphere, boost sales, and strengthen brand identity.

The key is understanding the target audience and deciding if the aim is encouraging quick purchases or extended browsing. The right music evokes the right emotions and the art of creating ambience is to subtly influence buying decisions without the customer being aware.

If you visited us in the Ambience Clinic at Spring Fair 2025, you may, or may not(!) have tuned into the background music being played. This was created by Associate Dean Ford, our Brand Guru, to subtly evoke feelings of excitement in the bustling atmosphere of the fair plus positivity about the year ahead. The volume allows for free flowing conversation and the upbeat tempo stimulates ideas and innovative thinking. It reflects our brand with easy listening, classic tunes that we all know and love, represented by highly skilled artists.

If you feel this is something your organisation could benefit from gaining some further advice on, do get in touch.