Endless playing of songs like All I Want For Christmas in shops during the festive season doesn’t just drive us mad—the songs also make us more careless with our money, research has warned.
While repeated performance of Jingle Bells may seem like an innocent attempt to raise customers’ spirits during the nightmare of Christmas shopping, the songs also have a more delicate impact.
“Background music, or ‘muzak’, can be used by marketers to impose cultures—such as the commercialization of Christmas—onto consumers and influence their behaviour, ”experts said.
Dr. Alan Bradshaw of Royal Holloway, University of London, said, “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 control your shopping habits in a way that you might hardly be aware of.”
“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 common that our freedom to choose disappears.”
Dr. Bradshaw and Prof Morris 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 that slowing down the rhythm of music in shops can trick customers into thinking less time has passed, and therefore spend more time examining the shelves, for example.
Some providers of background music have been known to promote their services by claiming they can boost profits by controlling the behaviour of customers.
“A common trick is to take a popular current song and record an instrumental version which can be slowed down or sped up at different time of the day to influence behaviour in different ways,” Dr Bradshaw said.
Background music is often classed as “Muzak” in honor of the Seattle-based company which began producing its soft-sounding melodies in the 1930s.
小題1:According to Dr. Bradshaw, in what ways does Christmas music influence customers?
①their mood ②their income ③their sense of time ④the sort of products they buy
A.①②③B.①③④C.②③④D.①②④
小題2:Shopkers slow down the rhythm of music in shops to__________.
A.let customers spend more time shopping
B.make customers and sales assistants relaxed
C.let customers enjoy the beautiful music
D.help customers find what they really want
小題3:What kind of music is now often adapted to influence customers in shops?
A.Classical music.B.Popular modern songs.
C.Folk songs.D.Jazz music.

小題1:B
小題2:A
小題3:B

試題分析:圣誕節(jié)期間商店里不斷播放的圣誕歌曲不但讓我們情緒高漲,而且還會(huì)在無(wú)形中刺激我們的購(gòu)物欲望。
小題1:考查細(xì)節(jié)理解。根據(jù)第四段內(nèi)容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.可知,這些喜慶的歌曲,會(huì)改變圣誕購(gòu)物者的心情,影響他們的時(shí)間概念和他們購(gòu)買的產(chǎn)品種類,①③④都是對(duì)的,故選B。
小題2:考查細(xì)節(jié)理解。根據(jù)第七段內(nèi)容It is thought that slowing down the rhythm of music in shops can trick customers into thinking less time has passed, and therefore spend more time examining the shelves,可知,放慢商店里的音樂(lè)節(jié)奏能讓顧客誤以為時(shí)間過(guò)得更慢,這樣顧客可能就會(huì)花更多時(shí)間來(lái)仔細(xì)查看貨架上的商品。故選擇A項(xiàng)。
小題3:考查細(xì)節(jié)理解。根據(jù)文章倒數(shù)第二段A common trick is to take a popular current song and record an instrumental version….可知,一個(gè)常見(jiàn)的訣竅是把當(dāng)前的熱門歌曲拿來(lái)錄制器樂(lè)版,可以在一天當(dāng)中的不同時(shí)段放慢或加快音樂(lè)節(jié)奏,從而對(duì)顧客的行為產(chǎn)生不同的影響。故選擇B項(xiàng)。
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Ta Zan, capsule inn Manager, said, “Capsule inns are similar to Internet cafes. When they first appeared more than 10 years ago, people thought they might not succeed. But now it’s a common thing in our lives.” He believes that more capsule inns will open around the nation very soon. He is sure about the future of his business.
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A.價(jià)格B.功能C.方法D.需求
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A.A family who like to cook by themselves.
B.A young student who likes watching TV or surfing on the Internet.
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D.A business man who wants to have a meeting with others.
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B.Because he knows Internet cafes were popular 10 years ago.
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