“…The application of soundscapes, or the creation of immersive experiences in retail environments, can both be considered as a part of a brand's sonic identity “ecosystem.” Here, too, the application of psychoacoustic principles (e.g., the Haas effect, frequency masking, dynamics, acousmatic sound, and so on; see Robinson, 2022, for a review) are an important part of the design of retail spaces and how the consumer experiences them, which in turn can have an impact on the perception of the brand more generally (de Villers et al, 2018). There is also a large body of marketing and psychology research investigating the particular associations with specific styles of music (think French, Italian, or classical), rather than with more granular sonic elements, such as timbre (e.g., Flynn et al, 2022; Spence et al, 2019; Yeoh & Spence, 2023; Yeoh et al, 2023).…”