Decking the malls with music

Young Chang

Shopping mall executives probably target people like me.

Store windows draped with red velvet during December, stairwells laced

with wreaths, “Chestnuts Roasting on an Open Fire” floating through

speakers like scents in a dream -- I fall prey to these touches.

I sway from “maybe I don’t need a fifth black sweater” to “I can’t

live without a fifth black sweater.”

I hum “Chestnuts” as I shell out more cash than I should.

In fact, I know almost every word to almost every other holiday

classic too. My family never bought Christmas albums to accent the snow

outside or the tree inside. Malls and their sound systems taught me

everything I know.

In this sucker’s head, music equals malls equals senseless holiday

spending.

Officials at South Coast Plaza and Fashion Island, not to mention

medical professionals, don’t seem the least bit surprised.

“There is definitely research that supports certain types of music

increase productivity and purchasing, some of it done by design,” said

Newport Beach psychologist Christopher Ingalls.

Music, which is processed by the more artistic and impulsive right

side of the brain, also surfaces emotional associations to times and

places, Ingalls added.

“Certain songs bring back memories from childhood,” he said. “When

they went shopping and they sat in Santa’s lap.”

Perhaps that’s why malls today continue to host carolers dressed in

Dickens costumes to stroll the grounds.

Bloomingdales at Fashion Island has booked such carolers for December,

not to mention high school choirs and professional musicians who can

spread some live, holiday cheer.

“I think the music creates a festive, holiday atmosphere and enhances

your holiday shopping experience,” said Bloomingdales spokeswoman Julie

Reynolds. “And as we come closer to Christmas, we’ll start playing more

and more holiday music on our sound system.”

Reynolds added that music, when used correctly, adds to the mood of a

scene. Throughout the year, Bloomingdales’ Young Eastsider department --

which hosts such brands as Bisou Bisou, Guess and Laundry -- plays hip,

edgy music for the younger customer.

“It enhances the entire presentation from the retailer’s standpoint,”

Reynolds said. “And it’s more pleasurable for the customer’s standpoint.”

The same applies to holiday music played during holiday months.

“It makes people more active and more interested,” Ingalls said.

“Like audible caffeine?” I asked.

“I like that. Yes. Like audible caffeine.”

South Coast Plaza spokeswoman Debra Gunn Downing agrees.

Music “creates an energy, a really good feeling and makes people feel

happy,” Downing said.

South Coast Plaza hosts carolers through the holidays too. Jazz trios,

calliopes, chamber orchestras and small singing groups performing

Christmas carols also pass through.

The shopping center’s carousel area plays its own music -- upbeat

children’s songs all year round and Disney and holiday songs during

December.

“What do you think about people who hate music at the malls during

holidays?” I asked.

“I don’t think I know anyone who does,” Downing said.

But they’re out there. And Ingalls can explain their aversion to happy

holiday tunes.

“Those people tend to be the same people that complain every year

about holiday decorations that go up earlier and earlier,” the

psychologist said. “Some of the people, rightfully so, bemoan the

materialism of the holidays. For them the holidays are much more

spiritually affected.”

“Do you like holiday music at the malls?” I asked him.

“I like hearing it right before the holidays, that one week, but not

starting now,” he said.

“Why not?”

“It kinda puts pressure on me to get out and get my holiday shopping

done.”

-- Young Chang writes features. She may be reached at (949) 574-4268

or by e-mail at o7 young.chang@latimes.comf7 .