Christmas music makes customers spend more | world | Hindustan Times
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Christmas music makes customers spend more

world Updated: Dec 15, 2012 00:08 IST
All I Want For Christmas

Endless loops of songs like 'All I Want For Christmas' in shops during the festive season make us more careless with our money, experts say.

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

According to experts, background music, or 'Muzak', can be used by marketers to impose cultures like the commercialisation of Christmas onto consumers and influence their behaviour.

"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," the Telegraph quoted Dr Alan Bradshaw of Royal Holloway, University of London, as saying.

"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," he said.

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

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