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Background Music

 

Techniques General persuasion > Creating Cognitive Load > Background Music

Description | Example | Discussion | See also

 

Description

Put on the radio. Play some music. Turn up the music enough so it is noticed yet not so much it is an annoyance.

Play subtle music in the background or play it so loud people are drowned in it.

Hum a tune yourself, or get someone else to make casual musical noises.

Example

Supermarkets use low-level 'easy listening' music to relax customers so they are more susceptible to advertising messages.

Fashion shops play loud music to drown any thinking.  

Discussion

The mind processes all the information it receives, even if this is background data. Much of this never reaches the conscious mind, but it is there, nevertheless, using up bandwidth.

Background information will intrude into conscious thought sometimes when interesting familiar patterns appear and sometimes when a novel element appears. Music contains both of these and hence tends to interrupt conscious thought, further breaking up important thinking.

Adverts work in a similar way, even TV adverts, billboards and magazine ads. Even if we are not consciously looking at them, they sneak into our minds and nudge our choices.

See also

Music and Dance, AAB Pattern

 

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