“Your customer may not remember the furniture, the lighting, or even the product… but they’ll remember how the place made them feel. And music is the feeling.”
Walk into a luxury hotel, a fashion boutique, or even a fast-food chain and listen.
There’s a soundtrack shaping your experience.
You may not notice it consciously.
But it’s priming your emotions, guiding your behavior, and even influencing your spending.
Background music is not just “vibe.” It’s strategy.
And when used well, it becomes one of the most cost-effective conversion tools available to brands with physical presence.
The Psychology of Background Music
Numerous studies show that background music influences:
- Mood
- Perceived time
- Dwell time (how long people stay)
- Purchase decisions
- Product perception (e.g. quality, exclusivity, value)
It works by stimulating the limbic system and autonomic nervous system, affecting everything from emotions to heart rate.
In short: music alters the psychological environment, which alters consumer behavior without them even realizing it.
In Retail: Music Sells Without Selling
Tempo controls pace.
– Slow music = slower movement = longer browsing = more purchases
– Fast music = urgency = quicker decisions (great for promotions)
Genre communicates brand identity.
– Indie rock may say “creative and authentic”
-Classical says “luxury and sophistication”
-Electronic says “youthful and modern”
Volume affects comfort.
Loud music may energize younger crowds
Softer music encourages intimacy and reflection
Fun Fact: A 1982 study by Milliman showed that slow-tempo music in supermarkets increased sales by 38% compared to fast-paced music simply by slowing shoppers down.
In Restaurants: Music Enhances Taste (Literally)
Yes, music can influence how food tastes.
Fine dining: Classical or jazz music increases the perceived quality of food and wine.
Fast food: Upbeat, fast-paced music encourages quicker table turnover.
Ambient or low-volume music: Leads to higher spend per table, as customers linger and order more courses.
Music doesn’t just accompany the dining experience it elevates it.
In Airports and Hotels: Music Reduces Stress & Increases Loyalty
Travel is stressful. But music can soothe.
In airports: Soft, ambient music reduces perceived wait times and lowers anxiety.
In hotel lobbies: Curated soundscapes create a first impression calm, luxurious, or vibrant, depending on brand identity.
The right music encourages repeat stays and positive reviews, even if guests can’t articulate why they felt so “comfortable.”
Strategic Tips for Brands with Physical Spaces
Here’s how to use background music intentionally, not randomly:
1. Define your brand’s emotional identity
What should customers feel in your space relaxed, inspired, energized?
2. Match music to customer journey
Entrance = First impression
Aisles = Browsing focus
Checkout = Calm & positive reinforcement
3. Adapt by time of day
Morning = soft, uplifting
Afternoon = energetic
Evening = mellow, luxurious
4. Invest in music curation
Partner with a music strategist or licensing platform to build playlists that reflect your brand’s personality.
Music is not just entertainment it’s environment.
And in physical spaces, the right sound becomes silent persuasion.
It sets mood. Shapes perception. And nudges behavior all without a single word.
So next time you walk through your store, restaurant, or lobby pause.
Close your eyes.
Listen.
And ask:
Is the sound working for me… or against me?
Because if you’re not choosing your music intentionally your customer is still responding to it.
The question is: in whose favor?
Dr. Martin Mawo is a behavioral science and marketing strategist focused on emotional decision-making and sensory marketing. He helps brands create environments that drive connection, trust, and sales.
