Marketing to the senses: Music gets under your skin
Les Binet, Daniel Müllensiefen and Gawain Morrisonadam&eveDDB, Goldsmiths, University of London and Sensum
Biometric testing, such as skin conductance response, is proving to be a reliable and accurate research tool, revealing that music significantly enhances emotional arousal and can be a crucial ingredient for ad effectiveness.
Marketing to the senses
This article is part of a collection of articles on multisensory marketing. Read more.
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