The Sonic Boom: How Sound Transforms the Way We Think, Feel, and Buy

Joel Beckerman, with Tyler Gray. Houghton Mifflin Harcourt, $27 (208p) ISBN 978-0-544-19174-7
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. (Oct.)
Reviewed on: 08/25/2014
Release date: 11/01/2014
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