The article presents an analysis of the mechanisms through which musical accompaniment influences purchasing behavior within the framework of audio marketing. The study is based on an interdisciplinary approach combining cognitive psychology, sensory marketing, and applied neuroeconomics. Particular attention is paid to content analysis of current domestic and international studies that explore how musical valence, tempo, rhythm, and structural characteristics of sound stimuli affect cognitive processing, engagement level, and consumer motivation. Key patterns of background music influence on consumer behavior are identified, depending on product type, degree of involvement, and emotional intensity of the advertising context. It is demonstrated that upbeat music enhances impulsive behavior and purchase motivation, while melancholic music improves brand recall and deep information processing but reduces purchase likelihood. The study also highlights the moderating role of gender, associative distortions, and the effect of audio oversaturation as limiting factors for audio strategy effectiveness. A comparative analysis of behavioral metrics under different musical conditions justifies the need for a personalized approach to audio design and the strategic alignment of emotional congruence with product category. The paper proposes a conceptual framework for evaluating the impact of music in marketing communications, paving the way for the development of neuroadaptive audio strategies and sensorily informed formats of consumer interaction. This article will be of interest to professionals in digital marketing, advertising, neuropsychology, consumer behavior research, and developers of audiovisual communication solutions.
М. А. Кузнецова (Tue,) studied this question.