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Background Music(背景音樂)
Background Music
Background music may seem harmless, but it can have a powerful effect on those who hear it. Recorded background music first found its way into factories, shops and restaurants in the U.S. But
it soon spread to other parts of the world. Now it is becoming increasingly difficult to go shopping or eat a meal without listening to music.
To begin with, "muzak" was intended simply to create a smoothing atmosphere. Nowadays, however, it's become big business .... thanks in part to recent research. Dr. Ronald Millikan, an American marketing expert, has shown that music can boost sales or increase factory production by as much as a third.
But, it has to be light music. A fast one has no effect at all on sales. Slow music can increase receipts by 38%. This is probably because shoppers slow down and have more opportunities to spot items they like to buy. Yet, slow music isn't always that effective. Dr. Millikan found, for example,
that in restaurants slow music meant customers took longer time to eat their meals, which reduced overall sales. So restaurant owners might be well advised to play up-tempo music to keep the customers moving-- unless, of course, the resulting indigestion leads to complaints!
背景音樂
背景音樂似乎是無害的，但它對聽者卻有很大影響。錄在唱片或磁帶上的背景音樂首先是在美國的工廠、商店和餐館找到其市場的。但它很快就傳到世界各地�，F(xiàn)在無論是購物還是進餐，聽不到音樂是越來越難了。
起初，在公共場所連續(xù)播放背景音樂只是為了營造一種和諧的氣氛。然而，現(xiàn)在卻演變成了一樁大生意——這得部分地歸功于近來的調(diào)查研究。 美國營銷專家羅納德·米利肯博士的調(diào)研表明，音樂可以提高銷售額，也可以使工廠生產(chǎn)增加三分之一。
但這必須是輕音樂。節(jié)奏快的音樂對銷售不產(chǎn)生任何影響，而慢音樂可增加38％的銷售額。這也許是因為購物者隨著音樂減緩了購物速度，從而有更多的機會去發(fā)現(xiàn)他們喜歡買的東西。不過，節(jié)奏緩慢的音樂并非總是那么有效。例如，米利肯博士發(fā)現(xiàn)，在飯館里，播放慢音樂則意味著顧客進餐所花的時間更久，因而減少了銷售總額。所以，餐館老板最好播放快速音樂，以便使顧客不斷地流動——當(dāng)然，不要由此產(chǎn)生消化不良，引起顧客抱怨。
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