Explore behavioural science of how human respond to the environment and surroundings. How does music impact individuals? What does your brand sounds like?

1. Excite My Brain
By Principal Psychologist,
Geraldine Tan

2. Behavioural Scientist
• Human Behaviour
– what cause their behaviour
– the sensations that are aroused in their
body

3. Excite My Brain
Geraldine Tan
Principal Psychologist, The Therapy Room
Consultant Psychologist, Mount Elizabeth
Consultant Psychologist, Irlen Dyslexic Centre
Registered Supervisor, Singapore Psychological Society
Lecturer, International College of Allied Educators
Lecturer, Nanyang Technological University
Crisis Manager, Crisis Resource Network

4. Behavioural Scientist
• Classical Conditioning
– Pavlov’s dog
• Operant Conditioning
– A continuation in a behaviour to receive a
consequence

5. You are the Celebrity
• What is your Signature?
• How do we identify you?

6. How do retailers use psychology to
increase profit margin?
• Sight
– Halo effect – the association of products to
certain favourable traits
– Colours, brightness, product placement
• Scent
– Scent marketing using ambient scent
• Sound
– Tempo, volume, genre, pitch, tone,
familiarity

7. How does music affect individuals?
PAD
▪Pleasure-Displeasure
▪Arousal
▪Dominance

8. Qualities of music that influence buying
behaviour

9. Using Background Music to Affect the Behaviour of
Supermarket Shoppers (Milliman, 1982)
• Pace of in-store traffic flow was significantly slower with the
slow tempo music (M1 mean = 127.53 seconds) than for the
faster tempo music (M2 mean = 108.93 seconds)
• Higher sales volumes were consistently associated with the
slower tempo musical selections while in contrast, the lower
sales figures were consistently associated with the faster tempo
music (M1 mean = $16,740.23 compared with M2 mean =
$12,112.85) ! as customers move more slowly through the
store, they tend to buy more

10. The effect of music on perceived atmosphere and
purchase intentions in a restaurant (Wilson, 2003)
• Four musical styles (jazz, popular, easy listening and classical)
and no music were played in a restaurant over two consecutive
weeks
• Classical, jazz and popular music were associated with patrons
being prepared to spend the most on their main meal.
• More upbeat styles of music were associated with a greater
number of people consuming three or more drinks
• Patrons perceived the restaurant to be more downmarket and
more tacky when they did not consider the music to be
appropriate

15. Physiological Changes that you can
influence
MUSCLE TENSION

16. Music and Neurological Impact
DOPAMINE
SEROTONIN
OXYTOCIN
(9% higher)

17. • Brain reacts to sound and produces
emotions through psychological
mechanisms:
Music and Neurological Impact
1.Brain Stem Reflex
2.Evaluative Conditioning
3.Emotional Contagion
4.Visual Imagery
5.Episodic Memory
6.Music Expectancy

18. How do retailers use psychology to
increase profit margin?
• Sight
– Halo effect – the association of products to
certain favourable traits
– Colours, brightness, product placement
• Scent
– Scent marketing using ambient scent
• Sound
– Tempo, volume, genre, pitch, tone,
familiarity

19. What type of music?
1. Discrete instrumental music – enhance food
2. Loud music with fast tempo – higher table
turnover
3. Classic holiday music – elevates positive moods

20. What is your BRAND?
• Appeal
– Favourable traits
• Allure
– Drawing people to come towards your product
• Arouse
– Dilate pupils, Increase heart rate, a flush
rising on the face.

21. You are the Celebrity
• What is your Signature?
• How do we identify you?
• What is your personality?

22. What is YOUR Brand?

24. Proudly brought to you by:
Orchard Shopping Centre
321 Orchard road, #08-03, Singapore 238866
http://thetherapyroom.com.sg/