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6 WAYS YOUR BRAIN
TRANSFORMS SOUND INTO
EMOTION
www.hearingaidcompany.com
(800) 571-3058
THE CONNECTIONS
BETWEEN SOUND &
EMOTION
SOME SOUNDS EVOKE UNIVERSAL
EMOTIONS
UCLA researchers have found that certain sounds are universally associated across
cultures with:
▪ Amusement
▪ Fear
▪ Anger
▪ Disgust
▪ Sadness
▪ Surprise
WHILE OTHER SOUNDS DEPEND
ON THE INDIVIDUAL
Bidgee [CC BY-SA 3.0 au (http://creativecommons.org/licenses/by-sa/3.
0/au/deed.en)], via Wikimedia Commons
The sound of thunder evokes
either a feeling of relaxation or
anxiety.
Fireworks evoke either a feeling of
nostalgia or anxiety.
By Frank Vincentz (Own work) [GFDL (http://www.gnu.org/copyleft/fdl.html) or CC BY-SA 3.0
(http://creativecommons.org/licenses/by-sa/3.0)], via Wikimedia Commons
By Victorgrigas (Own work) [CC BY-SA 3.0 (http:
//creativecommons.org/licenses/by-sa/3.0)], via Wikimedia
Commons
The sound of a vibrating cell
phone is perceived either as
annoying or exciting.
WHY DO EMOTIONAL
REACTIONS TO SOUND
VARY BY INDIVIDUAL?
LUND UNIVERSITY RESEARCH
Researchers from Sweden’s Lund University identified 6 psychological mechanisms by which
sound evokes emotions and helps to explain why the reaction is sometimes universal and
sometimes dependent on the person.
The 6 mechanisms:
1. Brainstem Reflex
2. Evaluative Conditioning
3. Emotional Contagion
4. Visual Imagery
5. Episodic Memory
6. Music Expectancy
Henry Vandyke Carter [Public domain], via Wikimedia Commons
When you hear a loud, unexpected, abrupt
sound, you are immediately compelled to
investigate.
This reaction is hard-wired into your brain
to alert you to immediately respond to
potentially dangerous or important
sounds.
BRAINSTEM REFLEX
EVALUATIVE CONDITIONING
By Allan Ajifo [CC BY 2.0 (http://creativecommons.org/licenses/by/2.0)], via Wikimedia
Commons
A song played during your wedding
day may bring feelings of joy…
Photo by Tijl Vercaemer: https://www.flickr.
com/photos/skender/1242203613
While the same song heard during a
funeral will produce the opposite
feelings of sadness.
EMOTIONAL CONTAGION
Photo by Richard foster: https://www.flickr.
com/photos/93963757@N05/8551937456
Research in the 1990s discovered “mirror
neurons” that activate in our brains when
we watch someone perform an action.
That’s why it’s hard to not smile and laugh
when you see others doing the same.
VISUAL IMAGERY
Photo by Johntex, 2006. https://commons.wikimedia.org/wiki/File:
Gentle_waves_come_in_at_a_sandy_beach.JPG
Sounds can evoke images which in
turn evoke emotions.
For example, do you enjoy listening
to the sounds of nature?
Try listening to an audio recording of
waves crashing and NOT visualizing
yourself lounging at the beach.
EPISODIC MEMORY
Sound can trigger both good and bad
memories, depending on how the sound
was paired with a single event.
That’s why the sound of lightning can create
fear and anxiety in those suffering from
post-traumatic-stress-disorder from combat
experience, for example.
By TraumaAndDissociation: https://www.flickr.com/photos/traumaanddissociation/15799064142
MUSIC EXPECTANCY
Ktims at the English language Wikipedia: https://commons.wikimedia.org/wiki/File:
C_sharp_and_double_sharp_music.svg
Music is nothing more than a random
assortment of sounds…
Music is emotionally appealing only
because your brain imposes order
and structure to the sounds…
Your expectations about rhythm and
melody provide this order and
structure, and therefore your
emotional reaction.
SOUND, EMOTION,
AND HEARING
LOSS
HEARING LOSS
When you lose your hearing, you not only lose the ability to
hear sounds…
You also lose the emotional impact associated with those
sounds.
THE EFFECTS OF HEARING LOSS
By Mwanner (Own work) [CC BY-SA 3.0 (http://creativecommons.
org/licenses/by-sa/3.0) or GFDL (http://www.gnu.org/copyleft/fdl.html)], via
Wikimedia Commons
During hikes, you miss out
on the faint sounds of
flowing water.
By Vancouver 125 - The City of Vancouver from Vancouver, Canada [CC BY 2.0 (http:
//creativecommons.org/licenses/by/2.0)], via Wikimedia Commons
Music loses its emotional punch
when you can’t hear certain
instruments.
By Ben Schumin (Flickr: Mircom Fire Alarm Horn/Strobe) [CC BY-SA 2.0
(http://creativecommons.org/licenses/by-sa/2.0)], via Wikimedia
Commons
You increase your risk of injury
when you can’t hear alarms.
TREATING HEARING LOSS
The bottom line: hearing is more important to our lives—and to our emotional lives—
than we probably realize. It also means that treating your hearing loss will probably
have a greater impact than you realize, too.
What are some of your favorite sounds? What emotions do they evoke?

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6 Ways Your Brain Transforms Sound into Emotion

  • 1. 6 WAYS YOUR BRAIN TRANSFORMS SOUND INTO EMOTION www.hearingaidcompany.com (800) 571-3058
  • 3. SOME SOUNDS EVOKE UNIVERSAL EMOTIONS UCLA researchers have found that certain sounds are universally associated across cultures with: ▪ Amusement ▪ Fear ▪ Anger ▪ Disgust ▪ Sadness ▪ Surprise
  • 4. WHILE OTHER SOUNDS DEPEND ON THE INDIVIDUAL Bidgee [CC BY-SA 3.0 au (http://creativecommons.org/licenses/by-sa/3. 0/au/deed.en)], via Wikimedia Commons The sound of thunder evokes either a feeling of relaxation or anxiety. Fireworks evoke either a feeling of nostalgia or anxiety. By Frank Vincentz (Own work) [GFDL (http://www.gnu.org/copyleft/fdl.html) or CC BY-SA 3.0 (http://creativecommons.org/licenses/by-sa/3.0)], via Wikimedia Commons By Victorgrigas (Own work) [CC BY-SA 3.0 (http: //creativecommons.org/licenses/by-sa/3.0)], via Wikimedia Commons The sound of a vibrating cell phone is perceived either as annoying or exciting.
  • 5. WHY DO EMOTIONAL REACTIONS TO SOUND VARY BY INDIVIDUAL?
  • 6. LUND UNIVERSITY RESEARCH Researchers from Sweden’s Lund University identified 6 psychological mechanisms by which sound evokes emotions and helps to explain why the reaction is sometimes universal and sometimes dependent on the person. The 6 mechanisms: 1. Brainstem Reflex 2. Evaluative Conditioning 3. Emotional Contagion 4. Visual Imagery 5. Episodic Memory 6. Music Expectancy
  • 7. Henry Vandyke Carter [Public domain], via Wikimedia Commons When you hear a loud, unexpected, abrupt sound, you are immediately compelled to investigate. This reaction is hard-wired into your brain to alert you to immediately respond to potentially dangerous or important sounds. BRAINSTEM REFLEX
  • 8. EVALUATIVE CONDITIONING By Allan Ajifo [CC BY 2.0 (http://creativecommons.org/licenses/by/2.0)], via Wikimedia Commons A song played during your wedding day may bring feelings of joy… Photo by Tijl Vercaemer: https://www.flickr. com/photos/skender/1242203613 While the same song heard during a funeral will produce the opposite feelings of sadness.
  • 9. EMOTIONAL CONTAGION Photo by Richard foster: https://www.flickr. com/photos/93963757@N05/8551937456 Research in the 1990s discovered “mirror neurons” that activate in our brains when we watch someone perform an action. That’s why it’s hard to not smile and laugh when you see others doing the same.
  • 10. VISUAL IMAGERY Photo by Johntex, 2006. https://commons.wikimedia.org/wiki/File: Gentle_waves_come_in_at_a_sandy_beach.JPG Sounds can evoke images which in turn evoke emotions. For example, do you enjoy listening to the sounds of nature? Try listening to an audio recording of waves crashing and NOT visualizing yourself lounging at the beach.
  • 11. EPISODIC MEMORY Sound can trigger both good and bad memories, depending on how the sound was paired with a single event. That’s why the sound of lightning can create fear and anxiety in those suffering from post-traumatic-stress-disorder from combat experience, for example. By TraumaAndDissociation: https://www.flickr.com/photos/traumaanddissociation/15799064142
  • 12. MUSIC EXPECTANCY Ktims at the English language Wikipedia: https://commons.wikimedia.org/wiki/File: C_sharp_and_double_sharp_music.svg Music is nothing more than a random assortment of sounds… Music is emotionally appealing only because your brain imposes order and structure to the sounds… Your expectations about rhythm and melody provide this order and structure, and therefore your emotional reaction.
  • 14. HEARING LOSS When you lose your hearing, you not only lose the ability to hear sounds… You also lose the emotional impact associated with those sounds.
  • 15. THE EFFECTS OF HEARING LOSS By Mwanner (Own work) [CC BY-SA 3.0 (http://creativecommons. org/licenses/by-sa/3.0) or GFDL (http://www.gnu.org/copyleft/fdl.html)], via Wikimedia Commons During hikes, you miss out on the faint sounds of flowing water. By Vancouver 125 - The City of Vancouver from Vancouver, Canada [CC BY 2.0 (http: //creativecommons.org/licenses/by/2.0)], via Wikimedia Commons Music loses its emotional punch when you can’t hear certain instruments. By Ben Schumin (Flickr: Mircom Fire Alarm Horn/Strobe) [CC BY-SA 2.0 (http://creativecommons.org/licenses/by-sa/2.0)], via Wikimedia Commons You increase your risk of injury when you can’t hear alarms.
  • 16. TREATING HEARING LOSS The bottom line: hearing is more important to our lives—and to our emotional lives— than we probably realize. It also means that treating your hearing loss will probably have a greater impact than you realize, too. What are some of your favorite sounds? What emotions do they evoke?