MARKETING SENSORIAL E MÚSICA: A INFLUÊNCIA DO SOM NO COMPORTAMENTO DO CONSUMIDOR
DOI:
https://doi.org/10.24325/issn.2446-5763.v12i34p100-116Keywords:
marketing sensorial, música, comportamento do consumidorAbstract
This study examines the influence of music on consumer behavior and brand perception across physical and digital contexts, with a specific focus on the effects of musical variations—such as genre, tempo, and volume—on individuals' emotional and cognitive responses. Adopting a qualitative approach grounded in a systematic literature review, the research analyzes national and international contributions regarding sensory marketing, consumer behavior, and sound atmospherics. The findings reveal that music serves as a strategic component in building multisensory experiences, capable of strengthening emotional bonds, extending consumer dwell time in retail environments, and influencing purchasing decisions. Furthermore, the results highlight that the coherence between sonic attributes and brand identity is a decisive factor in reinforcing symbolic recognition and loyalty, particularly within digital and omnichannel ecosystems.
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Copyright (c) 2026 Elcio Assis Cardoso Junior , Victória Santos Barbero, Vitória Aparecida Gonçalves Silva
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