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Stores often play background music to create a pleasant shopping experience. Based on a survey, Amir Manzoor found that such music was linked to reduced enjoyment among customers. Manzoor thinks that one explanation for this result is that the surveyed customers may have wanted to finish their shopping as quickly as possible. They therefore weren't focused on enjoying the experience. It's possible that background music could improve the experience of other customers whose main goal is to have a good time while they shop.