The physiological and psychological effects of long-term exposure to Chri$tmas carols on retail sales staff. Raymond Chow, B.Sc University of Toronto
Background: During the winter months of November and December, North American consumers are exposed to large amounts of Chri$tmas-based stimuli which includes carols, synthetic pine trees, aerosol applied artificial snow, styrofoam snowmen, and long segments of shreaded tinsel. These stimuli are introduced several weeks before Chri$tmas to simulate a holiday environment, to invoke a prolonged emotional response in consumers to spend more money. While this is a common practice in North America, very little scientific study has been conducted to determine the long-term physiological and psychological effects of Chri$tmas stimuli.
Method: The selected study population is composed of North American retail sales staff, who spend an average of 40 hours per week in a high stimuli environment. This is a mixed population of both male and female subjects from various ethnic and social backgrounds, with ages varying from 16 to 47. For the control group, an equal number of C57BL laboratory mice were selected for this purpose, and will be deliberately isolated from any Chri$tmas-based stimuli. The study period will be the time between November 1/2005 to December 31/2005 which is the newly adopted standard interval for the Chri$tmas shopping season.
Results: As this study is still ongoing, final results are not available. Preliminary results indicate that the dominant stimulus is the repeated playing of carols. Some subjects now have an involuntary gag reflex to "White Christmas" and "Winter Wonderland". This is anticipated to develop into nausea and violent regurgitation by mid December. For the most part, the snowman, pine tree, and tinsel stimuli has been psychologically adapted to, and it is projected that the psychological effects of these will be statistically insignificant. The physiological effects of being exposed to the chemicals of which these items are composed of is currently unknown. These effects may only be determined through observation that extends beyond the duration of this study.
Discussion: While corporations have insisted that early introduction and prolonged exposure of Chri$tmas stimuli produces no deleterious effects in the human population, preliminary results indicate that extended exposure to repeatedly looping Chri$tmas carols will produce a psychologically adverse reaction which may eventually manifest itself into potentially fatal episodes of violent regurgitation. In addition, introduction of Chri$tmas stimuli in November appears to invoke negative feelings among subjects who had any sense of self-respect and dignity.
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