Holiday store music sets tone for buying

December 15, 2014 7:00 AM

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In malls all across the state, the sound of "Jingle Bells" and "Deck the Halls" can be heard wafting from unobtrusive speakers. Holiday music is intended to make shoppers feel nostalgic, optimistic and generous — all emotions that can equate to sales.

"Christmas music is potent. It's primal for us," said Elisabeth Sherwin, a professor who teaches in the psychology department at the University of Arkansas at Little Rock.

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