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How Does Music Influence Consumer Behavior?

February 1, 2022 | Jessica Smith


Students in grades 7 & 8 have been studying music and advertising. They’ve been watching and listening to advertisements and considering how music influences emotion and works with messaging to affect consumer behavior. 

As part of this study, students have learned about “earworms,” short musical phrases that get stuck in people’s heads. In commercials, these can be used for sonic branding and jingles. They contribute to memorability and brand identity.

Over the next few weeks, 7th & 8th grade students will be using what they learned to script, compose, and produce their own radio commercials using a digital audio workstation, Soundtrap. Some students will extend the project to create a video commercial. Learn more about Soundtrap below.



Jessica Smith

Music Teacher, Preschool and Grades 6-8; Worship Coordinator

With more than 20 years experience teaching music in a variety of settings from elementary to college, Dr. Jessica Smith has a deep love for music education, integrated arts curriculum, world music, and worship.
In 2017, Smith traveled to Ghana to study West African drumming and dance as part of a fellowship from Fund for Teachers. In 2015, she completed four years of training to become a Guild Certified Feldenkrais™ Practitioner, a method that uses neuroscience and movement as a catalyst for potent learning. As a clinician, Smith has led workshops in vocal studies and drum circle facilitation. Before coming to Mustard Seed School in 2008, Smith was the Director of Preparatory & Continuing Studies at the University of Houston’s Moores School of Music where she also served as a Visiting Professor.

Dr. Smith enjoys traveling and spending too much money on plants at the Union Square Greenmarket.

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