Maximum Influence by Mortensen Kurt W

Author:Mortensen, Kurt W.
Format: epub
Publisher: American Management Association, AMACOM Division
Published: 2013-04-23T04:00:00+00:00

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Pleasant ambient aromas increase the amount of time people linger in a store.13

Pleasant smells increased attention and reaction time in driving simulations.14

Pleasant smells in medical situations increase relaxation and reduce tension before a MRI exam.15

Pleasant aromas increase bakery sales by 300 percent.16

Pleasant odors lead to better moods, whereas unpleasant odors lead to unpleasant moods.17

Pleasant fragrances help in the persuasion process.18

Music: Feel the Beat

Music is much like smell in that our brains link music with past attitudes and experiences. Music is closely tied to our emotions. Local gyms play upbeat music to associate it with high energy and good times. In one case, a local convenience store had problems with teenagers loitering outside. The store owners wanted the teenagers’ business but not the drugs and fights that seemed to go with it. They decided to play Frank Sinatra songs outside the store and soon found that the teenagers voluntarily stopped loitering.19 You may still remember the particular song that played during the dance with your high school flame. Music has a powerful pull on us and triggers instant memories.

In department stores, shoppers who are exposed to music shop 18 percent longer and make 17 percent more purchases than shoppers in stores not playing music. There are even rhythms, pitches, and styles of music that are best for different shoppers. Grocery store shoppers respond best to slow tempos. Fast-food restaurants use a higher number of beats per minute. For music to be effective, customers can’t really be aware of it. The music should not be overpowering but merely an atmospheric presence.

Because music is so powerful, persuaders need to carefully select the music they’re going to use. Advertisers often use a popular song or a catchy jingle. Notice the next time you watch television how many songs you recognize from all the commercials; you will be surprised. Every time the ad is played, the tune reinforces the product’s appeal. Music is universal because it has the power to evoke the emotions shared by all of humanity. We know music can soothe the savage beast or create instant energy and excitement.

ADDITIONAL MUSIC RESEARCH

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