Just Beat It

How Music Influences the Mind

Co-posted with Lisa Lococo, consumer behavior analyst

The majority of branding and marketing efforts define visuals (logo and colors) and messaging (tagline and headlines), and pay scant attention to sound. This is changing. Since the early 70s studies have been showing–or rather telling–just how sound, especially music, influence emotions. The New Age movement was quick to jump on this melodious bandwagon, so to speak, but I can’t help but wonder how it can apply elsewhere.

Research has found that certain sequences of notes, known as binaural beats, can induce states of euphoria, sedation, meditation, hallucination, and creativity by altering the listener’s brainwave activity. I think of it like Flower Power without the acid. The idea behind the beats is entrainment, the phenomenon that brainwaves tend to align with certain frequencies caused by sensory stimuli. Studies back this up, showing a definite connection between the beats and the brain.

Emotions affect attitude, findings not lost on the medical community. Dr. Claudius Conrad, a senior surgical resident at Harvard Medical School, is beginning the first study of music’s impact on sleeping patterns of acute-care patients. Music is more commonly being played at the bedside of healing (and terminally ill) patients, and during surgical procedures. There is no evidence that music can cure, but a calmer, more content patient is welcomed all around–especially by the patient.

Interested in not just hearing about binaural beats, but hearing the actual beats? Several companies are in the business: I-Doser, My Mind Shift, and Binaural Beats for example. Their CDs claim to be able to influence your brain (see good blog entry) by releasing dopamine and activating the pleasure centers in your brain. Having a bad hair day? A hangover? Dying? Don’t be so down. Turn up the volume and turn that inner frown upside down.