Online shopping is an under-explored area of merchandising musicology. A new studycommissioned by eBay, a shopping website, aims to correct that. Some 1,900 participants wereasked to simulate online shopping while listening to different sounds. Some results wereunsurprising. The noise of roadworks and crying babies soured shoppers views of theproducts on offer. Chirruping birds encouraged sales of barbecues but not blenders or boardgames.
网上购物是销售音乐学有待开发的一个领域。由购物网站eBay委托进行的一项新研究就是为了完善它。约1900名参与者被要求在不同的背景声音下模拟网上购物。一些结果并不让人意外。道路施工的噪音以及婴儿的哭声让顾客对所提供的商品感到失望。鸟的叽喳声有利于烧烤工具的销售而不利于搅拌机或棋盘类游戏的销售。
Sounds associated with quality and luxury seemed to be hazardous for shoppers wallets. Thestudy found classical music and restaurant buzz caused them to overestimate the quality ofgoods on offer and to pay more than they should. That backs up earlier research which foundthat shoppers exposed to classical music in a wine store bought more expensive bottles thanthose hearing pop.
与品质和奢华相联系的声音似乎可以使顾客的钱包大出血。研究发现古典音乐和餐厅的杂音可以使顾客高估所提供的商品的质量,并使他们的花销比本应该的更多。这一点支持了一个早期研究发现:在酒行里,暴露在古典音乐中的顾客会比听着流行乐的顾客购买更贵的酒。
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