2. 外语
  3. You may have wondered why the supermarkets are all the same. It is not because the companies that operate them lack imagination.

You may have wondered why the supermarkets are all the same. It is not because the companies that operate them lack imagination.

admin2013-05-19  73
问题     You may have wondered why the supermarkets are all the same. It is not because the companies that operate them lack imagination. It is because they are all versed (精通) in the science of persuading people to buy things.
    In the supermarket, it takes a while for the mind to get into a shopping mode. This is why the area immediately inside the entrance is known as the "decompression zone". People need to slow down and look around, even if they are regulars. In sales terms this area is a bit of a loss, so it tends to be used more for promotion.
    Immediately inside the first thing shoppers may come to is the fresh fruit and vegetables section. For shoppers, this makes no sense. Fruit and vegetables can be easily damaged, so they should be bought at the end, not the beginning, of a shopping trip. But what is at work here? It turns out that selecting good fresh food is an uplifting (振奋的) way to start shopping, and it makes people feel less guilty about reaching for the unhealthy stuff later on.
    Shoppers already know that everyday items, like milk, are invariably placed toward the back of a store to provide more opportunities to tempt customers. But supermarkets know shoppers know this, so they use other tricks, like placing popular items halfway along a section so that people have to walk all along the aisle looking for them. The idea is to boost "dwell time": the length of time people spend in a store.
    Traditionally retailers measure "footfall", as the number of people entering a store is known, but those numbers say nothing about where people go and how long they spend there. But nowadays, a piece of technology can fill the gap: the mobile phone. Path Intelligence, a British company tracked people’s phones at Gunwharf Quays, a large retail centre in Portsmouth — not by monitoring calls, but by plotting the positions of handsets as they transmit automatically to cellular networks. It found that when dwell time rose 1% sales rose 1.3%.
    Such techniques are increasingly popular because of a deepening understanding about how shoppers make choices. People tell market researchers that they make rational decisions about what to buy, considering things like price, selection or convenience. But subconscious forces, involving emotion and memories, are clearly also at work.
What do we learn about shoppers from the last paragraph?
选项 A、They have more control over what they buy than they assume.
B、They tend to make more emotional decisions than they think.
C、They exert more influence on stores than they imagine.
D、They are more likely to make rational choices than they know.
答案B
解析 根据题干中的the last paragraph将本题出处定位到末段。该段最后两句提到，顾客告诉市场研究人员，他们对买什么商品能做出理性的选择。但是，潜意识的力量，包括情感和记忆，很显然也在发挥作用。由此可知，顾客对买什么商品也会做一些感性的选择，而他们自己可能没有意识到，故答案为[B]。[A]和[D]与原文意思相反，故排除；[C]属于过度推断，故排除。
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