How Sound Transforms the Way We Think, Feel, and Buy
November 1, 2014
Composer Beckerman and Gray (The Hit Charade) give readers both a primer on how to better use their ears and a glimpse into how companies apply sound to entice customers and to create a more fulfilling experience of their products. The title of the book refers to what the authors call a "boom moment"--something that happens in our brains that causes certain sounds to evoke memories, feelings, and expectations. The text is full of examples of how marketers employ sound to produce these moments (the sizzle of Chili's fajitas, the reverberation of a Mac starting up), thereby distinguishing and enhancing their brand. The authors also detail the creative process behind matching sound and music to a product. Similar in style to Jonah Berger's Contagious: Why Things Catch On and Chip Heath and Dan Heath's Made To Stick: Why Some Ideas Survive and Others Die, the authors use a combination of real-world examples and explanations of the science behind them to underscore the influential power of sound. VERDICT A fast and provocative read that will appeal to a wide, general audience, especially those interested in the psychology of marketing.--Sara Holder, McGill Univ. Libs., Montreal
Copyright 2014 Library Journal, LLC Used with permission.
August 25, 2014
In this informative book, sonic branding strategist Beckerman with Gray explore how businesses can use “the power of sound” to shape customers’ moods and judgments. The book’s strength lies in the specificity of its examples: the restaurant chain Chili’s triggered Americans’ hunger by amping up the sizzle of fajitas; Disney creates “fake quiet”—a soundscape of birds and forest sounds—to help people feel they are somewhere magical. Because sounds drive emotions, Beckerman encourages readers to be intentional (and, of course, using the buzz word of the day, “strategic”) about their “sonic branding.” Even small companies can make low-cost sonic decisions, like being thoughtful about what overhead music they play and considering the noise their shop’s front door makes, that will potentially improve their bottom line. This book is directly aimed at corporations, fund-raisers, and party planners, but shoppers, donors, and partygoers should also read it to learn about how their decisions are being affected by the soundscapes in which they are immersed.