Background Note | HBS Case Collection | December 2000 (Revised March 2001)

Strategic Use of Music in Marketing, The: A Selective Review

by Gerald Zaltman and Nancy Puccinelli

Abstract

Summarizes selected research on music and its impact on mood and shopping behavior, and its impact on the communication of ideas.

Keywords: Communication Intention and Meaning; Music Entertainment; Marketing Strategy; Consumer Behavior; Behavior;

Citation:

Zaltman, Gerald, and Nancy Puccinelli. "Strategic Use of Music in Marketing, The: A Selective Review." Harvard Business School Background Note 501-056, December 2000. (Revised March 2001.)