您现在的位置: Language Tips> Focus 专题> Christmas> News  
   
 





 
 
 
研究:圣诞音乐刺激购物欲望
Christmas music makes us spend more
[ 2012-12-17 09:31 ]

研究:圣诞音乐刺激购物欲望

A common trick is to take a popular current song and record an instrumental version which can be slowed down or sped up at different times of the day to influence behaviour in different ways.

Endless loops of songs like "All I Want For Christmas" in shops during the festive season don't just drive us mad - they also make us more careless with our money, academics have warned.

While repeated renditions of "Jingle Bells" may seem like an innocent attempt to raise customers' spirits during the nightmare of Christmas shopping, the songs also have a more subtle impact.

Background music, or "Muzak", can be used by marketers to impose cultures - such as the commercialisation of Christmas - onto consumers and influence their behaviour, experts said.

Dr Alan Bradshaw of Royal Holloway, University of London, said: “Festive jingles are force-fed to Christmas shoppers in a bid to change their mood, influence their sense of time and what sort of products they buy. In other words, this is an attempt to manipulate your shopping habits in a way that you might barely be aware of.

“Often we are told that we have the freedom to choose where we want to shop, but during Christmas the use of music in this way is so ubiquitous that our freedom to choose disappears.”

Dr Bradshaw and Prof Morris B Holbrook of Columbia University examined the phenomenon and found that retailers often "dumb down" the music played in shops to relax customers, meaning it is easier to control their behaviour.

It is thought that slowing down the tempo of music in shops can trick customers into thinking less time has passed, and therefore spend more time perusing the shelves, for example.

Some providers of background music have been known to promote their services by claiming they can boost profits by controlling the behaviour of customers.

A common trick is to take a popular current song and record an instrumental version which can be slowed down or sped up at different times of the day to influence behaviour in different ways, Dr Bradshaw said.

Background music is often classed as "Muzak" in recognition of the Seattle-based company which began producing its soft-sounding melodies in the 1930s.

(Read by Brian Salter. Brian Salter is a journalist at the China Daily Website.)

点击查看更多双语新闻

(Agencies)

学者警告说,圣诞节期间商店里不断循环播放的像《圣诞节我只要你》这样的圣诞歌曲不但让我们情绪高亢,而且还让我们花钱更大手大脚。

也许重复播放《铃儿响叮当》这种歌竟是圣诞购物恶梦的罪魁听上去很无辜,但是这些圣诞歌曲确实对于提升顾客的购物欲能产生更为微妙的影响力。

专家说,背景音乐,俗称Muzak,可以被市场营销人员用来向消费者施加圣诞节商业化等文化影响力并影响他们的行为。

伦敦大学皇家霍洛威学院的阿兰•布拉德肖博士说:“商店强迫圣诞购物者听这些喜庆歌曲,从而改变他们的心情,影响他们的时间观念和他们购买的产品种类。换而言之,就是试图用你几乎察觉不到的方式来操纵你的购物习惯。

“我们通常被告知我们有自由选择我们想去的购物场所,但是圣诞节期间,无处不在连续循环播放圣诞音乐,我们的自由选择权也就消失了。”

布拉德肖博士和哥伦比亚大学的莫里斯•B•霍尔布鲁克教授仔细观察了这一现象后发现,零售商经常会把店里播放的音乐“通俗化”来让顾客放松,这意味着能更容易控制他们的行为。

据认为,放慢商店里的音乐节奏能让顾客误以为时间过得更慢,这样顾客可能就会花更多时间来仔细查看货架上的商品。

据悉,一些背景音乐的提供商曾这样宣传他们的服务,声称他们能通过控制顾客的行为来促进利润增长。

布拉德肖博士说,一个常见的诀窍是把当前热门的一首歌曲拿来录制器乐版,可以在一天当中的不同时段放慢或加快音乐节奏,从而对行为产生不同影响。

背景音乐通常被归为Muzak,这是为了纪念20世纪30年代开始制作这种柔和悦耳音乐的一家名为Muzak的西雅图公司。

相关阅读

网购最佳时机揭秘:周二和十一月最实惠

觉得身体不适?你可能得了“圣诞树综合症”

男性冲动购物比女性花费更多

《平安夜》:翻唱次数最多的英国圣诞歌曲

读懂女性暗示 送对圣诞礼物

研究:买到便宜货的快感如同做爱

(中国日报网英语点津 陈丹妮 编辑:Julie)

Vocabulary:

loop: 循环

rendition: 演奏

ubiquitous: 无所不在的,普遍存在的

dumb down: 降低……的难度;使……通俗化

peruse: 仔细察看

分享按钮
 
中国日报网英语点津版权说明:凡注明来源为“中国日报网英语点津:XXX(署名)”的原创作品,除与中国日报网签署英语点津内容授权协议的网站外,其他任何网站或单位未经允许不得非法盗链、转载和使用,违者必究。如需使用,请与010-84883631联系;凡本网注明“来源:XXX(非英语点津)”的作品,均转载自其它媒体,目的在于传播更多信息,其他媒体如需转载,请与稿件来源方联系,如产生任何问题与本网无关;本网所发布的歌曲、电影片段,版权归原作者所有,仅供学习与研究,如果侵权,请提供版权证明,以便尽快删除。
相关文章 Related Story
 
 
 
本频道最新推荐
 
最In自拍神棍selfie stick
五个印在爱马仕丝巾上的高冷故事
互联网银行 Internet-based bank
美国俄克拉荷马州或实施帽衫禁令
英国开设自拍课 教你拍出完美自己
翻吧推荐