EBay wants consumers to avoid such unhealthy influences when shopping online. It hasblended birdsong, dreamy music and the sound of a rolling trainthought to be pleasant butnot overly seductiveto help them buy more sensibly. Retailers could presumably counter bycranking up the Chopin. Classical music does seem to be the way to go if your only interest isthe narrow one of squeezing as much money as possible from your clientele, says the study sauthor, Patrick Fagan, a lecturer at Goldsmiths, part of the University of London.
EBay希望消费者在网购时能够避免这些不健康的影响。混合了鸟鸣、梦幻般的音乐以及火车转轮声的音频被认为是令人愉悦的,但不过于诱人的音乐使得顾客购保持理智的同时又购买更多的商品。零售商们想必会通过把播放着肖邦音乐的音箱声音调大来彼此竞争。Patrick Fagan,伦敦大学分部金史密斯学院的讲师,该研究报告的作者称:古典音乐似乎就是正确的选择,如果你唯一的兴趣就是狭隘的想要从你的客户身上榨取尽可能多的钱。
Few traditional shops are likely to use that tactic. H M, a clothes retailer, airs trendy,up-tempo music from new artists, while Nespresso s coffee boutiques go for lounge-ysounds, says Mr Nahon. Grocery stores, with a broad following, play top 40 hits. The tempotends to be slower in the mornings, when shoppers are sparser and older, and becomes moreallegro as the day goes on.
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