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Music and shopping 音乐与购物 Beware of Beethoven 谨防贝多芬 What you hear affects what you buy online 你所听到的会影响你在网上购物时的选择 EVER since Muzak started serenading patrons ofhotels and restaurants in the 1930s, piped-in musichas been part of the consumer experience. Without the throb of a synthesiser or a guitar stwang, shoppers would sense something missing as they tried on jeans or filled up trolleys.Specialists like Mood Media, which bought Muzak in 2011, devise audio programmes to influencethe feel of shops and cater to customers tastes. The idea is to entertain, and therebyprolong the time shoppers spend in stores, says Claude Nahon, the firm s international chief.Music by famous artists works better than the generic stuff that people associate with Muzak.The embarrassing brand name was dropped in 2013. 自从19世纪30年代Muzak开始为酒店和餐厅提供背景音乐开始，耳边回荡着的音乐就成了消费者体验的一部分。消费者在试穿牛仔裤或往购物车里挑商品的时候，一旦没有混音器的震动作响或吉他的琴音，就会似乎觉得缺少了点什么。此类专业公司如Mood Media，设计音频方案以影响顾客对商店的感觉，迎合消费者的品味，且其在2011年收购了Muzak。该公司的国际业务总监Claude Nahon说这一创意是为了使消费者感到愉悦，并因此延长消费者留在商店里的时间。比起普通的音乐，著名艺术家的音乐能更好的使消费者与背景音乐建立联系。这一尴尬的品牌名称在2013年被放弃。 | 
