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01-14-2009: Lower the Music

By John Malmo

http://stream.publicbroadcasting.net/production/mp3/wkno/local-wkno-816438.mp3

01-14-2009 - Lower the Music - by John Malmo.

Memphis, TN – Twenty percent of shoppers say music encourages them to linger in a store. Forty percent of shoppers, however, reported that annoying, irritating, or offensive music encourages them to leave a store. I'd bet some stores catering to younger shoppers would be more successful with the parents, who actually buy the clothes, if they chose music levels that were not so offensive.

John Malmo is chairman emeritus of Archer/Malmo Advertising and an independent marketing consultant. To reach Mr. Malmo - or to buy a copy of his book When on the Mountain There is no Tiger, Monkey Is King - go to johnmalmo.com.