In 1982, a New York shopkeeper decided to see what sort of music would inspire people to buy his merchandise during the festive season. He started by playing slow, soothing music in his shop, then went on to play more upbeat, fast-paced songs. He found that his customers stayed for longer and spent 32% more money while the slower music was playing as opposed to the fast-paced tunes. This can be explained by the slow-paced music inspiring people to move slower, which would let them see more items and find something they like. The fast-paced music would be more likely to get the blood pumping and make their brains work faster, which would make them rush their time in the shop and not buy as many things.