(via) A weird result: MORE CHOICES AND SPEEDIER DELIVERY SIMPLIFY MUSIC AND MESSAGES ON-HOLDBy Milton Allimadi :

The call center industry has shifted to digitally-recorded music and messages on-hold over the past two years for enhanced audio quality and faster shipment over the Internet and Web sites. Acquiring on-hold products is only part of the challenge. Your next step is to select the type of music callers hear. You should be careful to investigate the impact of the music you select. A study led by the University of Cincinnati’s Dr. James Kellaris finds that male callers who listen to classical music while on hold tend to think time flies, while female callers who hear the same music have the impression that time drags on.