We constantly consume music, whether we are aware of it or not, and we will end up in situations where we participate in subconscious listening every day.

This could be at the supermarket, with music playing over the loudspeakers, during TV ads or programmes, where music often sits in the background to augment a mood. It could also be at an event or conference, where there is either a hired live band or background music being played in the venue. All of this subconscious or inactive listening has an impact on how we behave.

We mostly think of music as pure entertainment, but marketers have been using it to influence our behaviour for decades. It’s a particularly prolific strategy in consumer goods industries, but the principles can easily be applied to the event industry.

Using the right type of music at an event can potentially be very profitable, and as such there’s been a lot of research into exactly how different types of music affects behaviour within a specific environment. Certain types of music can make us move through a space faster, linger longer, change our perception of queue times or makes us spend more.

Unsurprisingly, fast paced music makes people move faster, and so does loud music. Slow music generally makes people slow down. It might be basic, but it’s an important factor in creating a specific mood for an event. Do you want people to be energised and buzzing, or relaxed and laid-back?

So if you’re putting on a race or sporting event, you’ll want to increase the volume and get some dance or rock music blasting out to energise your participants. However, if you’re running an exhibition and want people to linger and chat at stalls, you’ll probably want to opt for slower, softer sounds to keep the pace steady and encourage more conversations.

If you like to listen to music, like most of us, you will have experienced how it can impact your mood. This is something the media and marketers know how to take full advantage of. In addition to our emotional reactions, they also play on the associations we attach to different types of music.

Classical music might be thought of as sophisticated and classy, while Jazz might be thought of as artistic and refined. When putting these general assumptions to the test, several experiments show that playing specific music can impact perceptions too. For example, classical music can temporarily increase the perceived value of an item. In these situations, people projected some of the associations they had with classical music, e.g. sophistication, onto the item itself.

So for your next corporate event maybe you want to welcome attendees with a spot of classical music, or introduce your keynote speaker with it playing in the background, inferring sophistication and intelligence on everyone in the room as well as your speakers.