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Listening to football, noisy restaurants and our favourite tunes on the radio have helped create the perfect shopping music. These are some of the top things that help us make better shopping decisions, according to new research conducted by eBay and Goldsmiths University. In contrast crying babies, air conditioners and traffic noise leads us to make bad shopping decisions. Consumer behaviour expert Patrick Fagan, at Goldsmiths University, said: “Any wine store owner will tell you that playing French music increases sales of French wine, but there is almost no research looking at this phenomenon online. This study has shown us some of the surprising ways that sound can help us make better purchasing decisions when we shop online, and some of the sounds we should avoid.” Auction site eBay has launched the Sound of Shopping track to celebrate its 15th anniversary. The piece of music uses sounds scientifically proven to help people make better shopping decisions. According to the research, pop music on the radio make people feel so good that they are more likely to spend without getting "suckered" into bad deals. Less than a third (30.1%) made a bad purchasing decision while listening to pop music. It revealed that classical music makes people overate a product’s quality by 5%. Surprisingly, listening to the football commentary while online has led to four out of five people making a rational shopping decision along with listening to news about the economy. We are more likely to part with our money while listening to the buzz of a restaurant because we associate the sound with "quality", it revealed. It discovered babies crying and traffic put people in bad moods skewing how they assess value and quality and hearing birds singing and lawnmowers leads us to splashing cash on our gardens. The sound of air conditioners and silence also affected shoppers judgements. Academics explored how all these sounds affected the purchases by almost 2,000 online shoppers as part of the research. |
英國(guó)《電訊報(bào)》8月19日?qǐng)?bào)道，英國(guó)金史密斯學(xué)院（Goldsmiths University）的研究人員設(shè)計(jì)了一首完美的購(gòu)物音樂，幫助購(gòu)物者避免下錯(cuò)單。 足球評(píng)論聲、喧鬧的餐館聲以及收音機(jī)里播放的我們最喜愛的旋律可以共同組成最完美的購(gòu)物音樂。 據(jù)eBay和金史密斯學(xué)院（Goldsmiths University）最新研究發(fā)現(xiàn)，這些是幫助我們做出更好購(gòu)物決定的最有效的聲音。 相比之下，嬰兒的哭聲、空調(diào)噪音和交通噪音往往會(huì)到時(shí)我們做出糟糕的購(gòu)物決定。 金史密斯學(xué)院（Goldsmiths University）消費(fèi)者行為學(xué)專家帕特里克?費(fèi)根（Patrick Fagan）說(shuō)道：“每個(gè)葡萄酒店老板都會(huì)告訴你播放法式音樂會(huì)提高法國(guó)葡萄酒的銷售量，但是目前網(wǎng)上購(gòu)物基本沒有研究關(guān)注到這一現(xiàn)象。這一研究表明,當(dāng)我們網(wǎng)上購(gòu)物時(shí),音樂既可以幫助我們做更好的購(gòu)物決定，又可以阻止我們做錯(cuò)決定?！?/p> eBay啟動(dòng)購(gòu)物菜單音樂慶祝其成立15周年紀(jì)念。 eBay采用的是已由科學(xué)證明能幫助人們做出更好購(gòu)物決定的曲子。 據(jù)研究顯示，流行音樂容易使人們心情愉悅，更容易花錢購(gòu)買不需要的東西。 當(dāng)聽著流行音樂時(shí)，不到三分之一（30.1%）的人會(huì)做出糟糕的購(gòu)物決定。 而聽古典音樂則會(huì)讓5%的人高估了產(chǎn)品質(zhì)量。 出人意料的是，當(dāng)在網(wǎng)上購(gòu)物時(shí)，一邊聽足球評(píng)論，一邊聽經(jīng)濟(jì)新聞，五人中就有四個(gè)人會(huì)做出理性的購(gòu)物決定。 該研究同時(shí)顯示，當(dāng)我們聽到餐館嘈雜聲時(shí)，我們更容易花錢，因?yàn)槲覀儼崖曇艉筒宛^的質(zhì)量聯(lián)系在一起。 該研究發(fā)現(xiàn)嬰兒哭聲和交通噪音會(huì)讓人們心情煩亂，妨礙他們鑒定商品的價(jià)值和質(zhì)量。鳥叫聲和剪草機(jī)發(fā)出的聲音又會(huì)導(dǎo)致我們多花錢在我們的花園上。 空調(diào)聲和安靜的購(gòu)物環(huán)境同樣也會(huì)影響購(gòu)物者的判斷。 研究者以2000名網(wǎng)上購(gòu)物者作為研究對(duì)象探究這些聲音對(duì)購(gòu)物的影響。 （譯者 sunflower1020 編輯 丹妮） 掃一掃，關(guān)注微博微信
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