Jun 26, 2023
The ability to identify and interpret sounds is a
vital aspect of human existence, shaping how individuals interact
with the world around them. Sound can be both comforting and
distracting, encompassing a wide spectrum of experiences. For this
reason, understanding the impact of sound in marketing can be a
game-changer, as it allows businesses to create more immersive
experiences for customers and foster an emotional connection.
Moreover, sound can help guide consumer behavior,
enhancing their experience with a brand or product. Melina Palmer
emphasizes the significance of sound on human emotions and
interactions, and how it can be harnessed in marketing to influence
buying behavior. Analyzing the journey of sound waves as they
travel from the eardrum to the brain, she identifies music as a
particularly powerful element of sound, with the unique ability to
provoke strong physical and emotional reactions.
Discover the crucial role of hearing in successful
- Learn how music can effectively steer consumer
- Uncover the remarkable influence of jingles on brand
- Find out why sound can create different perceptions
- Celebrate the milestone 300th episode and show
appreciation to our loyal listeners.
- 00:00:00 - Introduction,
Melina Palmer celebrates the podcast's 300 episode milestone (woo!)
and explains about these refreshed episodes on senses. This episode
discusses the sense of hearing and complements Melina's
conversation with Jonah Berger (coming this Friday in episode 301),
where they talk about his new book, Magic Words.
- 00:03:22 - How We Hear,
Melina explains how sound waves turn into physical vibrations,
which then stimulate tiny hairs in the ear that move molecules
around and send signals to the brain for interpretation. The brain
interprets the signals and determines what we're hearing.
- 00:08:12 - The Power of Sound,
Sound has a significant impact on our ability to focus and perform.
Noise-canceling headphones can help block out distractions,
allowing people to focus better. Music is also powerful and can
impact our bodies physically and emotionally.
- 00:11:14 - Music and the Brain,
Humans are unique in their ability to understand, predict and
interpret music. Music releases chemicals in the brain that can
make people feel good or bad. It can also help people heal, as seen
in studies with Parkinson's patients and those with brain
- 00:15:38 - Sound in Business,
Atmospherics, including sounds, can be used in marketing to trigger
emotional states that influence buying behavior. Restaurants can
play faster music to turn over more clientele, while slower music
can make people stay longer and buy more.
- 00:17:20 - Importance of Music in Stores,
Studies show that stores need to carefully select brand-matching
music to encourage shoppers to stay longer. Music that fit the
brand persona increased time in store and the amount purchased.
Familiar music may seem to make people stay longer, but in reality,
it's the unknown music that has the increase.
- 00:19:31 - The Power of Jingles,
Sound has a strong connection to memory, emotion, and behavior.
Jingles associate brands into our brains in a different way than
words or images. Little changes in sound can make a big
- 00:23:06 - The Impact of Sound on Podcasts,
The sound on the podcast intro and outro helps people relate to the
host. The right voice, vocal inflection, and even smiling while
talking can change the podcast experience. Sound is everything
leading up to the sale conversation.
- 00:25:00 - Sound Impact on Pricing,
The way a number is sounded out can impact the perception of price
size. Some vowels give off the perception of being bigger than
others, and this translates to a bigger price in the brain. This
impact can happen even when prices are not heard or spoken.
- 00:29:48 - Thank You and Resources,
Melina thanks listeners for 300 episodes and celebrates the mostly
audio show with an episode on The Sense of Hearing. Resources,
related past episodes, books, and articles are available in the
show notes. What stuck with you while listening to the episode?
What are you going to try? Come share it with Melina on social
media -- you'll find her as @thebrainybiz everywhere and as Melina
Palmer on LinkedIn.
Thanks for listening. Don’t forget to subscribe on
Apple Podcasts or Android.
If you like what you heard, please leave a
review on iTunes and share what you liked about the
I hope you love
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