Background music is powerful

Even if you are hardly aware of it, music can be surprisingly powerful.

Researchers have found that it can affect:

  • how much time we think has passed while waiting
  • how co-operative shoppers are with sales staff
  • how sweet or bitter food tastes
  • what you will purchase. (One study found that shopper's preference for German or French wine shifted according to what traditional music was playing at the time.)

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