Dec 21, 2018
We have already covered the sense of sight, smell, and taste.
Today’s behavioral economics podcast is all about the sense of
hearing and sound. As a vocalist, avid music lover and podcaster,
sound and the sense of hearing is very near and dear my heart. I
talk about the basics of hearing and how the brain interprets
signals from the ear.
Then we move on to sounds, and the signals that sounds can send
to our brains. Similar to the sense of smell, sound can have a huge
impact on what the brain perceives. I share some fun studies and
articles that involve music, pop culture, branding, and I even play
some some branding sounds for you to guess. As always, everything
ties back to how you can use sounds to make your business more
appealing to your target market.
- [04:48] Sound is basically just
air. It hits the outside of our ears, which help to determine where
a sound is coming from as sound waves bounce off of
- [05:00] The ear canal then
works like an amplifier on the way to the eardrum.
- [05:12] The eardrum works like
a physical drum by turning the air that hits it into a physical
vibration which pass along to the tiny bones of the inner
- [05:28] This causes the fluid
of the inner ear to slosh around, stimulating tiny “hairs’ in the
ear which move molecules around and send signals to the brain to be
interpreted as sound.
- [05:43] This is also what
controls equilibrium and allows you to stand up and know the
difference between what’s up and down.
- [06:12] The cochlea translates
sounds into electrical pulses and sends them to our
- [07:09] Vibration of sound
waves is at the core of sound and what we hear.
- [07:49] Your body takes in a
stimulus that needs to be interpreted by the brain to actually mean
anything to you.
- [08:27] Hearing has a similar
ability to distract and take over everything the same way that
- [08:49] A good smell can flag
your brain in a positive way, and a bad smell can do the
- [09:48] Sound has a similar
impact on our ability to perform.
- [11:48] Music is amazing and
- [12:30] Every culture on Earth
has been found to have some type of musical component.
- [13:18] We truly are uniquely
able to understand and create music and it impacts more than just
- [13:41] Studies have shown that
our bodies physically react to music in amazing ways. A quick tempo
in a song will make our hearts beat faster.
- [14:03] The body actually
changes when music is played, which is pretty amazing. If you want
to get pumped up before an important call – choose a great
- [14:37] The easiest way to turn
any sound into music is to repeat it.
- [15:20] Our brains love
repetition. Familiarity is favored and music is all about
- [15:51] Music impacts our
brains differently than words and it can actually help people to
- [16:49] Studies have shown that
restaurants playing faster music can turn more clientele than those
who play slower music.
- [17:39] Understanding how you
make money can make it easy to pull the right levers.
- [18:51] Studies have shown that
stores need to carefully select music that matches the brand to
encourage shoppers to stay in a store longer.
- [19:18] Locations that played
music that was a better fit increased time in a store by 22
- [19:51] The emotion of the
music can impact the way the consumer feels about the brand they
are interacting with.
- [20:42] Everything leading up
to the sale or conversation or price or item being sold matters
more than the price or item itself. Everything matters.
- [21:13] JINGLES: Sounds have a
strong connection to memory, emotion and behavior and jingles
associate brands into our brains in a different way than images or
- [24:02] Sounds make or break
movies. They say if you are ever watching a movie and get too
scared to put it on mute. It completely changes the
- [25:28] People truly can hear
whether you're smiling or not (even if they can’t see you), and it
makes a difference with how they interact with you.
- [26:17] The study I have linked
to found that the way a number is sounded out can impact the way
the price is perceived – as being big or small – more than the mere
number does alone. They did this by testing out the way words are
formed – vowels and consonants to determine what is a “big” sound
versus a small sound.
- [28:05] This study found that
“bigger” associations in the phonetics translated to a bigger price
in the brain.
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