Neuromarketing is a field that uses the insights of neuroscience to understand consumer behavior and decision-making processes. The human mind is often a mystery; the question “why” is one of the most frequently asked words in our daily lives. Why do we choose one product over another? Why does a particular song touch our hearts? Why do we feel more connected to one brand than to its competitors?
The answers are rarely based on logic alone; they are hidden deep in our subconscious and in the invisible circuits of the brain. Imagine walking down a street and suddenly catching the scent of something familiar. We may not be able to put it into words, yet memories and emotions are instantly awakened: childhood moments, a taste, a place, or a feeling. This moment is the result of the silent cooperation between the hippocampus and the amygdala. Neuromarketing is concerned precisely with these invisible links, aiming to uncover the neurobiological mechanisms behind our choices.
Music is one of the most powerful stimuli that activates these hidden connections. It is not merely an art form or aesthetic pleasure, but a trigger that stimulates the reward mechanisms buried deep in the brain. Often, we do not realize which hidden doors a piece of music unlocks in our subconscious. Every nuance follows an invisible map, touching our emotions, reviving our memories, and shaping our behaviors. Different genres of music, therefore, influence consumer behavior in distinct ways.
Pop: Youthful Energy and Impulsivity
Pop music, with its fast tempo and repetitive rhythms, drives consumers to make more impulsive decisions. The left frontal lobe (the center of approach motivation) becomes activated, generating a signal of “I want this.” At the same time, the nucleus accumbens (the brain’s reward center) releases dopamine, producing an immediate sense of pleasure. This process pushes consumers to act quickly, often without deliberation.
Research shows that when pop music is played in shopping malls, consumers move through stores more rapidly, make quicker decisions, and purchase more fast fashion or fast food items. Coca-Cola’s advertising strategy is a strong example of this effect. The brand’s use of pop rhythms does not simply sell a beverage—it sells youth, energy, and happiness. As a result, consumers feel that they are buying not just a drink, but a lifestyle. This connection triggers impulse buying behaviors.
The famous blind taste test by McClure and colleagues illustrates this phenomenon. Although participants preferred the taste of Pepsi, once the Coca-Cola brand was revealed, the hippocampus (memory center) and prefrontal cortex (value-assignment center) lit up in the brain. This demonstrates how brand-related memory and emotional associations can override sensory preference and alter consumer behavior.
Jazz: Sophisticated Ambience and the Perception of Luxury
Jazz has long been associated with urbanity, intellectualism, and refined taste. The unexpected nuances and improvisational elements of jazz stimulate dopamine release in the nucleus accumbens (pleasure and motivation center). Meanwhile, the amygdala (emotional processing center) and hippocampus (memory) work together to enhance emotional intensity and associative recall. fMRI studies have also shown that jazz improvisation activates the Default Mode Network—the brain’s creativity and imagination hub.
Thus, jazz evokes feelings of pleasure, originality, and uniqueness in consumers. A well-known French advertisement for Caprice des Dieux cheese demonstrates this effect. The presence of jazz music elevates the product from a simple snack to a sophisticated indulgence. The rhythm of jazz communicates to the consumer: “Don’t rush—pair the cheese with wine, savor the moment.”
On a neuroscientific level, jazz activates the prefrontal cortex (responsible for creativity, value assignment, and decision-making), leading consumers to perceive the product not only as food but as a lifestyle choice and a premium experience.
Classical: Elegance, Luxury, and Value Attribution
Classical music, with its associations of harmony and order, enhances perceptions of elegance and sophistication. The prefrontal cortex (planning and value attribution) is particularly engaged in this process, acting like the brain’s “CEO.” This neural activation causes consumers to perceive products as more valuable than they might otherwise seem.
According to North and Hargreaves, when jazz or classical music is played in a bar setting, customers are more likely to purchase expensive drinks. Classical music therefore functions as a powerful cue that the brain associates with luxury consumption.
Magnum’s iconic advertising campaigns exemplify this strategy. Slow-motion visuals, cinematic aesthetics, the seductive use of red, and classical music in the background combine to suggest that the consumer is not buying an ordinary ice cream but an exclusive experience. The higher price becomes normalized, as the brain categorizes the product as luxury. The amplified sound of the first bite complements this sensory marketing, reinforcing pleasure, satisfaction, and reward.
Conclusion: Music, Mindfulness, and Consumer Behavior
Music is not merely a background element; it is a powerful experience that enriches life and provides satisfaction. Recent psychology research indicates that individuals’ overall life satisfaction has been declining, with many people mentally preoccupied with the past or the future.
In contrast, the psychology literature defines the concept of “mindfulness” (remaining present in the moment) as a significant factor that enhances subjective well-being. Studies have shown that focusing on the present reduces anxiety, strengthens hope for the future, and improves quality of life.
From a neuromarketing perspective, this effect is reinforced particularly through the use of music in advertising. Different musical genres activate distinct regions of the brain: classical music stimulates the prefrontal cortex (attention and planning), jazz engages the limbic system (emotion and reward), and pop excites the striatum (reward–motivation loop). Consequently, consumer behavior is influenced not only by the product itself but also by the emotional responses that music elicits in the subconscious.
The alignment of the right type of music with the right product enriches the consumption experience and influences consumer behavior far more strongly than anticipated.
References
Limb, C. J., & Braun, A. R. (2008). Neural substrates of spontaneous musical performance: An fMRI study of jazz improvisation. PLoS ONE, 3(2), e1679. https://doi.org/10.1371/journal.pone.0001679
McClure, S. M., Li, J., Tomlin, D., Cypert, K. S., Montague, L. M., & Montague, P. R. (2004). Neural correlates of behavioral preference for culturally familiar drinks. Neuron, 44(2), 379–387. https://doi.org/10.1016/j.neuron.2004.09.019
North, A. C., & Hargreaves, D. J. (1998). The effect of music on atmosphere and purchase intentions in a cafeteria. Journal of Applied Social Psychology, 28(24), 2254–2273. https://doi.org/10.1111/j.1559-1816.1998.tb01370.x