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Listening to football, noisy restaurants and our favourite tunes on the radio have helped create the perfect shopping music. These are some of the top things that help us make better shopping decisions, according to new research conducted by eBay and Goldsmiths University. In contrast crying babies, air conditioners and traffic noise leads us to make bad shopping decisions. Consumer behaviour expert Patrick Fagan, at Goldsmiths University, said: “Any wine store owner will tell you that playing French music increases sales of French wine, but there is almost no research looking at this phenomenon online. This study has shown us some of the surprising ways that sound can help us make better purchasing decisions when we shop online, and some of the sounds we should avoid.” Auction site eBay has launched the Sound of Shopping track to celebrate its 15th anniversary. The piece of music uses sounds scientifically proven to help people make better shopping decisions. According to the research, pop music on the radio make people feel so good that they are more likely to spend without getting "suckered" into bad deals. Less than a third (30.1%) made a bad purchasing decision while listening to pop music. It revealed that classical music makes people overate a product’s quality by 5%. Surprisingly, listening to the football commentary while online has led to four out of five people making a rational shopping decision along with listening to news about the economy. We are more likely to part with our money while listening to the buzz of a restaurant because we associate the sound with "quality", it revealed. It discovered babies crying and traffic put people in bad moods skewing how they assess value and quality and hearing birds singing and lawnmowers leads us to splashing cash on our gardens. The sound of air conditioners and silence also affected shoppers judgements. Academics explored how all these sounds affected the purchases by almost 2,000 online shoppers as part of the research. |
英国《电讯报》8月19日报道，英国金史密斯学院（Goldsmiths University）的研究人员设计了一首完美的购物音乐，帮助购物者避免下错单。 足球评论声、喧闹的餐馆声以及收音机里播放的我们最喜爱的旋律可以共同组成最完美的购物音乐。 据eBay和金史密斯学院（Goldsmiths University）最新研究发现，这些是帮助我们做出更好购物决定的最有效的声音。 相比之下，婴儿的哭声、空调噪音和交通噪音往往会到时我们做出糟糕的购物决定。 金史密斯学院（Goldsmiths University）消费者行为学专家帕特里克•费根（Patrick Fagan）说道：“每个葡萄酒店老板都会告诉你播放法式音乐会提高法国葡萄酒的销售量，但是目前网上购物基本没有研究关注到这一现象。这一研究表明,当我们网上购物时,音乐既可以帮助我们做更好的购物决定，又可以阻止我们做错决定。” eBay启动购物菜单音乐庆祝其成立15周年纪念。 eBay采用的是已由科学证明能帮助人们做出更好购物决定的曲子。 据研究显示，流行音乐容易使人们心情愉悦，更容易花钱购买不需要的东西。 当听着流行音乐时，不到三分之一（30.1%）的人会做出糟糕的购物决定。 而听古典音乐则会让5%的人高估了产品质量。 出人意料的是，当在网上购物时，一边听足球评论，一边听经济新闻，五人中就有四个人会做出理性的购物决定。 该研究同时显示，当我们听到餐馆嘈杂声时，我们更容易花钱，因为我们把声音和餐馆的质量联系在一起。 该研究发现婴儿哭声和交通噪音会让人们心情烦乱，妨碍他们鉴定商品的价值和质量。鸟叫声和剪草机发出的声音又会导致我们多花钱在我们的花园上。 空调声和安静的购物环境同样也会影响购物者的判断。 研究者以2000名网上购物者作为研究对象探究这些声音对购物的影响。 （译者 sunflower1020 编辑 丹妮） 扫一扫，关注微博微信
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