Friday, November 26, 1999
Holiday warning: Beware mall music
It's used to make us spend
BY LISA BIANK FASIG
The Cincinnati Enquirer
If you're heading to a Tristate mall this morning, you can expect to hear a marathon medley of holiday songs.
While it may put you in the Christmas spirit, the music also is designed to make you spend money, says University of Cincinnati Professor James Kellaris, who has just completed research on the topic.
The associate professor of market contends retailers' decision to air the music goes beyond simply putting shoppers in a happy mood.
“The informed shopper should be aware that music could shape their behavior,” he said. “My research suggests that music sometimes acts in a way that is not apparent even to the informed consumer.”
He divides his findings into three shopper-stimulating categories. Holiday music, he says:
• Distorts time by distracting the body's internal clock.
• Lowers buyers' sales resistance by preoccupying shoppers with nostalgia.
• Acts as an unconditioned stimulus. Mr. Kellaris says the pleasure from the music is transferred to items shoppers are looking over.
Mr. Kellaris would not speculate on whether one Christmas carol is more effective in influencing shoppers than another. But he said holiday music is more effective than the Muzak piped into stores year-round because people tend to infer more from holiday song.
Retailers say it's just part of the annual tradition of dressing up for the holiday.
“I think there's a very nostalgic feel about the music,” said John Ferguson, spokesman for Tower Place at Carew Tower. “For us, it more contributes to the ambience of the whole season.”
Perhaps consumer influence is a perk. But if you fear that Frosty the Snowman might throw you into a shopping stupor, shop Target. The trendy discount chain discontinued music several years ago.
“We stopped playing music because it seemed to be noise and clutter,” said Target spokeswoman Patty Morris. “We just feel it isn't guest-friendly.”
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