People Esthetically Judge a Piece of Music Less than a Second.

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Jasmine Moradi:
Now. I would like to jump into music in branding.  We’ve proven that working with Audio Branding Finding the right choice of sound and music is essential, as is deeply connected to associations and if brands get it wrong they will communicate the wrong message and their marketing efforts are wasted.  You’ve studied the psychological models of perception. So teach about your findings in aesthetic judgment of music.
 
Amy Belfi:
Yeah, so kind of shifting out a little bit of the brain damage research. During my postdoc work, got interested in, I like to say like; Why we like what we like? How do we determine what we like in terms of music? And one of my initial questions was; I think a pretty simple one just, “How much  piece of a music do you have to listen to before you know if you’re going to like it or not?
 
Thinking about you know flipping this radio stations in the car. I think this is particularly relevant to like branding because you have such a minimal amount of time to convey up kind of feeling about a brand or product that like it’s you. We want to know how much time you have before some of somebody’s made a decision. So I did a study, a series of studies where we presented short snippets of music to people, and they are increasingly got longer and longer and we after each snippet which is awesome great “How much you like this on a scale?”. And then we want to see okay at what point so if we start with a short clip and I get longer and longer and longer each time we ask them great how much you like it. And then we have them listen to a long version of the piece of music at what point did their rating actually match the rating of the longer piece. We want to see you know if you heard. 2 seconds of the music, and you said I give it a 10 out of 10 when you heard the full piece did you also given a 10 out of 10 or did your opinion change? So how much time do you need for your opinion to be the same opinion you have at the end of the piece the whole piece? So what we found was that and a bunch of different experiments it’s really on the level of hundreds of milliseconds like within less than a second people were forming opinions, and they’re making a set of judgments about how much they like the music that were highly accurate with the judges they would make a longer version of the piece of music. So, I think that’s the main takeaway that is kind of snap judgments that we may end up being very highly accurate with how much we would like something.
 
The end, so you know even if you present a sound of someone for a very short period of time they’re going to have an opinion about it and is probably  going to be the same opinion they would have a had if they had listened to it even longer. 
 
That really shows how important it is, how quickly we make judgments of something that people say, I it is just background music, or it is an afterthought but important it is. So what would you say based on these findings like would be our advice to brands when they’re choosing a song?
 
Amy Belfi:
Yeah, I would say that definitely matters. People do form opinions very quickly.  I even if you have a very short amount of time, that people are going to have an opinion about, even what you think might be like a really short stimulus, but it will influence their decision. It would probably like, that the snap judgments of people make are actually accurate judgments.