"What you're looking to do is make sure that the environment is a feel-good place is the kind of place where you want to spend more time," said Kevin Perlmutter, Chief of Innovation at Man Made Music, which specializes in what it calls sonic branding. Other researchers have found classical music can inspire people to buy more pricey wines and romantic music can prompt customers to spend more freely at flower shops. In the 1980s, a Loyola University marketing professor found that supermarket shoppers spent more time and money in stores when the background music was at a slow tempo. Marketing researchers have long explored the effects of background music in retail settings. It's simply one of the new elements intended to make shopping more enjoyable, Welker said Target won't reveal whether music is helping sales. When we first started testing it and asking guests what they think, some of them even wondered if we had it there before." "Guests enjoy it as part of the shopping experience. "It's all about activating all the senses while guests are in the store," said Target spokesperson Kristy Welker. Related: Target stocks up on staff, raising holiday hiring 40 percent.
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