Just as music and lighting can influence what shoppers buy, toning down the tunes and dimming the lights in a fast food restaurant can help diners enjoy their meal more and eat less, according to a U.S. study.
根據美國研究，就像是音樂與燈光可以影響購物者買東西一樣，在速食餐廳調低音量並調暗燈光，有助用餐者更享受餐點，還會吃得比較少。
After transforming part of a fast food restaurant in Illinois with milder music and lighting, researchers found that customers ate 18 percent fewer calories than other people in the unmodified part of the restaurant.
改造伊利諾州一家速食餐廳的一部份，讓音樂與燈光都較為柔和後，研究人員發現顧客吃下的卡路里，比在餐廳未改造部分用餐者減少18%。
"When we softened the lights and softened the music in the restaurant it didn’t change what people ordered, but what it did do was lead them to eat less and made them more satisfied and happier," said Brian Wansink, a professor of marketing and consumer behavior at Cornell University in New York.
紐約康乃爾大學行銷與消費者行為教授汪辛克表示：「當我們把餐廳的燈光與音樂變柔和，不會改變人們點餐的內容，但會讓他們吃得比較少，也更容易滿意、比較開心。」
Wansink and his co-author Koert Van Ittersum, of the Georgia Institute of Technology, said the bright lights, stimulating colors, and loud music in fast food restaurants are not designed to be relaxing. （Reuters）
汪辛克與研究共同撰文者、喬治亞科技學院的伊特桑表示，速食餐廳明亮的燈光、刺激性的顏色與嘈雜的音樂，並不是為了讓人放鬆。（路透）
新聞辭典
tone down：片語，調低音量。例句：Some of the language in the original play has been toned down for the television version.（這部原創戲劇中的語言，有些針對電視版本稍有緩和。）
dim：動詞，調暗（燈光），（希望、想法等）變渺茫。例句：Our hopes dimmed as the hours passed.（我們的希望隨著時間過去越來越渺茫。）
unmodified：形容詞，未改造的。動詞為modify。例句：Instead of simply punishing them, the system encourages offenders to modify their behaviour.（這套系統不單只是懲罰他們，而是鼓勵犯罪的人改正他們的行為。）
文章出處:http://iservice.libertytimes.com.tw/Service/english/english.php?engno=621784&day=2012-10-11
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