Tuning into Consumers: Unraveling the Multifaceted Impact of Music in Marketing

As we enter the era of AI and online shopping, “sensory marketing,” marketing that utilizes the five senses to shape consumers’ consumption experience, has garnered significant attention. A pivotal field of research within this domain is the field of auditory marketing, marketing that leverages sonic stimuli to influence consumer behavior. This paper provides a comprehensive overview of theories and empirical studies that underpin the key pillars of auditory marketing. Specifically, this paper focuses on the use of music in retail stores, sonic branding, and advertisements. As the use of music in marketing is still a relatively understudied field, this paper also suggests future directions in research in the field of music advertising, atmospherics, and sonic logos that would be necessary in further advancing academic discussions on auditory marketing.