圣诞歌曲能提升消费者购物欲
文章来源:未知 文章作者:enread 发布时间:2012-12-23 06:29 字体: [ ]  进入论坛
(单词翻译:双击或拖选)
Endless loops of songs like "All I Want For Christmas" in shops during the festive1 season don't just drive us mad - they also make us more careless with our money, academics have warned.

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。
 
While repeated renditions of "Jingle2 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 jingles3 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(普遍存在的) that our freedom to choose disappears."
 
Dr Bradshaw and Prof Morris B Holbrook of Columbia University examined the phenomenon and found that retailers4 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 tempo5 of music in shops can trick customers into thinking less time has passed, and therefore spend more time perusing6 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.


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1 festive mkBx5     
adj.欢宴的,节日的
参考例句:
  • It was Christmas and everyone was in festive mood.当时是圣诞节,每个人都沉浸在节日的欢乐中。
  • We all wore festive costumes to the ball.我们都穿着节日的盛装前去参加舞会。
2 jingle RaizA     
n.叮当声,韵律简单的诗句;v.使叮当作响,叮当响,押韵
参考例句:
  • The key fell on the ground with a jingle.钥匙叮当落地。
  • The knives and forks set up their regular jingle.刀叉发出常有的叮当声。
3 jingles 2fe6d17fe09969e9f7bc3b4e54f64064     
叮当声( jingle的名词复数 ); 节拍十分规则的简单诗歌
参考例句:
  • Can I give Del and Mr. Jingles some? 我可以分一点给戴尔和金格先生吗?
  • This story jingles bells for many of my clients. 这个故事对我许多客户来说都耳熟能详。
4 retailers 08ff8df43efeef1abfd3410ef6661c95     
零售商,零售店( retailer的名词复数 )
参考例句:
  • High street retailers reported a marked increase in sales before Christmas. 商业街的零售商报告说圣诞节前销售量显著提高。
  • Retailers have a statutory duty to provide goods suitable for their purpose. 零售商有为他们提供符合要求的货品的法定义务。
5 tempo TqEy3     
n.(音乐的)速度;节奏,行进速度
参考例句:
  • The boss is unsatisfied with the tardy tempo.老板不满于这种缓慢的进度。
  • They waltz to the tempo of the music.他们跟着音乐的节奏跳华尔兹舞。
6 perusing bcaed05acf3fe41c30fcdcb9d74c5abe     
v.读(某篇文字)( peruse的现在分词 );(尤指)细阅;审阅;匆匆读或心不在焉地浏览(某篇文字)
参考例句:
  • She found the information while she was perusing a copy of Life magazine. 她在读《生活》杂志的时候看到了这个消息。 来自辞典例句
  • Hence people who began by beholding him ended by perusing him. 所以人们从随便看一看他开始的,都要以仔细捉摸他而终结。 来自辞典例句
TAG标签: music Christmas customers
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