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Can background music affect our attitudes toward a product?  To answer that question,  researchers at Carlsbad Marketing organized a study.  Subjects in the study were shown slides of light blue or beige pens.  At the same time that they looked at the pens,  they heard music that was either pleasant or unpleasant.  Later,  the subjects were told to choose one of the pens as a gift.  The majority of the subjects chose the pen they had looked at while listening to pleasant background music.  Oddly enough,  most of the subjects weren't aware of how the music had affected their choices.  Most of them said they didn't know why they had chosen one pen over another.