Maxwell Finn’s Post

Your brain is being hacked every time you shop and this experiment proved it. French music playing = customers bought French wine 3x more. And incredibly most shoppers were totally clueless they were manipulated. This isn’t some marketing theory. This is hard data from one of my favorite marketing experiments. Researchers set up an experiment at a UK supermarket with French and German wines matched by price and taste. For 2 weeks straight they alternated the background music. The results show just how little control our conscious mind has over our purchasing decisions. French music days: 77% of wine sold was French. German music days: 73% of wine sold was German. Customers were 3 to 4 times more likely to buy wine that matched the music playing. But when researchers asked why they chose that wine… Only 6 out of 44 customers said music played a role. The other 38 had no clue they were being influenced. This is called “cognitive priming” and it’s happening to you and your customers every single day. The French accordion music activated memories of France, French culture and French wine quality. The German beer hall music triggered associations with German traditions and craftsmanship. Your brain makes these connections without you even realizing it. Here’s what’s wild about this study… The customers weren’t stupid or easily manipulated. They were making rational decisions based on price, taste preferences, and quality. But their subconscious minds were being guided by environmental cues they never consciously processed. The music wasn’t selling them… It was just nudging their existing preferences. This principle is called “congruence marketing” and every major brand uses it. The neuroscience behind this is fascinating. When you hear culturally specific music, your brain activates what psychologists call “knowledge structures.” These are networks of memories, emotions, and associations stored in your mind. French music doesn’t just sound French… It triggers thoughts about French culture, quality, romance, and sophistication. This happens in milliseconds, completely below conscious awareness. Here’s how to use this in your ads and stores: ✅ Match your background elements to your product’s origin story. ✅ Use visual and audio cues that activate the right mental associations. ✅ Test different “priming environments” in your campaigns. ✅ Pay attention to cultural symbols, colors, sounds, and imagery that support your brand narrative. Drop a 🧠 in the comments if you’re enjoying these posts (and want more) breaking down different psychological experiments.