NEUROSCIENTIFIC FOUNDATIONS OF MUSICAL INFLUENCE IN MARKETING: AN INTEGRATIVE NARRATIVE REVIEW
Abstract
Music constitutes a neuroemotional stimulus capable of modulating affective, cognitive, and behavioral processes relevant to commercial communication. However, existing evidence remains fragmented and lacks integrative frameworks applicable to marketing. An integrative narrative review with a systematized selection procedure was conducted, based on a simplified adaptation of the PRISMA model. Following database searches, 32 empirical studies and relevant reviews were selected according to explicit inclusion and exclusion criteria. The findings were synthesized into a multilevel neuroemotional model linking the properties of the musical stimulus with neurobiological activation, emotional responses, cognitive processes, and marketing outcomes, incorporating feedback mechanisms and a transversal congruence moderator between music, brand, and context. The proposed model offers an evidence-based conceptual framework for understanding and strategically applying music in commercial communication contexts.
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Copyright (c) 2026 María García-Rodríguez, José Fernando Fernández-Company
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