{"id":909,"date":"2011-12-16T00:00:00","date_gmt":"2011-12-16T00:00:00","guid":{"rendered":"https:\/\/beyondphilosophy.com\/emotional-engagement-and-auditory-experience\/"},"modified":"2019-11-27T05:22:46","modified_gmt":"2019-11-27T10:22:46","slug":"emotional-engagement-and-auditory-experience","status":"publish","type":"post","link":"https:\/\/beyondphilosophy.com\/emotional-engagement-and-auditory-experience\/","title":{"rendered":"Emotional Engagement and the Auditory Experience"},"content":{"rendered":"
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To some, I\u2019m known by my smart \u201cstreet\u201d guerilla fashion sense. However, I must point out, that even if my favorite stores of all time played songs like \u201cMy Humps\u201d by the Black Eyed Peas, or even worse, Celine Dion\u2019s “My Heart Will Go On,\u201d I would be perfectly willing to dress shabbily and save myself from the Muzak. I\u2019m not alone. According to Immedia, which recently carried out a survey of 1,000 shoppers, 23 percent said they would be less likely to return to a retailer if they didn\u2019t like its choice of soundtrack. Believe me, I feel their pain. If you\u2019ve heard songs like Los Del Rio\u2019s “Macarena,\u201d Cher\u2019s “Believe,” or Baha Men\u2019s “Who Let the Dogs Out,\u201d I\u2019m sure Immedia\u2019s results come as no surprise.<\/p>\n

While it\u2019s easy to focus on the negatives, Immedia\u2019s survey has an upside to it: 49 percent of consumers said they stayed longer as a result of the aural environment. The survey results encapsulate our philosophy that a great customer experience<\/a> actively engages all five senses. Retailers dedicate virtually a fraction of the costs of the visual to the \u201caural\u201d experience. Immedia’s scientific advisor Dr. Vicky Williamson notes, \u201ca poor degree of fit between brand and music can result in negative customer feedback, lower sales and fewer customer referrals.\u201d She also adds, \u201cmaximizing the positive impact of in-store music requires an understanding of how to match sound and brand.\u201d<\/p>\n

But retailers stand not only benefit from synergy of sound and brand; they can also benefit from monetizing components of the experience<\/a> it offers customers. I recently documented this phenomenon by citing a Spanish chef who profited by selling the scents of his most popular culinary dishes. Like the power of scent, music is a prime territory to cultivate an emotional connection with the customer. And please, unless you own a veterinary clinic, there is absolutely no need for song lyrics like \u201cwho let the dogs out?\u201d Ever.<\/p>\n

So the question that remains is, \u201cWhat is the appropriate soundtrack for your experience?\u201d<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

To some, I’m known by my smart “street” guerilla fashion sense. However, I must point out, that even if my favorite stores of all time played songs like “My Humps” by the Black Eyed Peas, or even worse, Celine Dion’s "My Heart Will Go On,” I would be perfectly willing to dress shabbily and save myself from the Muzak. I’m not alone. According to Immedia, which recently carried out a survey of 1,000 shoppers, 23 percent said they would be less likely to return to a retailer if they didn’t like its choice of soundtrack.<\/p>\n","protected":false},"author":12,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[271],"tags":[],"class_list":["post-909","post","type-post","status-publish","format-standard","hentry","category-emotional-experience"],"_links":{"self":[{"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/posts\/909","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/users\/12"}],"replies":[{"embeddable":true,"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/comments?post=909"}],"version-history":[{"count":0,"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/posts\/909\/revisions"}],"wp:attachment":[{"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/media?parent=909"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/categories?post=909"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/tags?post=909"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}