当前位置:考试网  > 试卷库  > 外语类  > 雅思  > 阅读  > Howshopscanexploitpeople'sherdmentalitytoincreasesales 1.ATRIPtothesupermarketmaynotseemlikeanexerciseinpsychologicalwarfare—butitis.Shopkeepersknowthatfillingastorewiththearomaoffreshlybakedbreadmakespeoplefeelhungryandpersuadesthemtobuymorefoodthantheyhadintended.Stockingthemostexpensiveproductsateyelevelmakesthemsellfasterthancheaperbutlessvisiblecompetitors.Nowresearchersareinvestigatinghow“swarmintelligence”(thatis,howants,beesoranysocialanimal,includinghumans,behaveinacrowd)canbeusedtoinfluencewhatpeoplebuy. 2.AtarecentconferenceonthesimulationofadaptivebehaviourinRome,Zeeshan-ul-hassanUsmani,acomputerscientistfromtheFloridaInstituteofTechnology,describedanewwaytoincreaseimpulsebuyingusingthisphenomenon.Supermarketsalreadyencourageshopperstobuythingstheydidnotrealisetheywanted:forinstance,byplacingeverydayitemssuchasmilkandeggsatthebackofthestore,forcingshopperstowalkpastothertemptinggoodstoreachthem.MrUsmaniandRonaldoMenezes,alsooftheFloridaInstituteofTechnology,setouttoenhancethistendencytobuymorebyplayingontheherdinstinct.Theideaisthat,ifacertainproductisseentobepopular,shoppersarelikelytochooseittoo.Thechallengeistokeepcustomersinformedaboutwhatothersarebuying. 3.Entersmart-carttechnology.InMrUsmani'ssupermarketeveryproducthasaradiofrequencyidentificationtag,asortofbarcodethatusesradiowavestotransmitinformation,andeverytrolleyhasascannerthatreadsthisinformationandrelaysittoacentralcomputer.Asacustomerwalkspastashelfofgoods,ascreenontheshelftellshimhowmanypeoplecurrentlyintheshophavechosenthatparticularproduct.Ifthenumberishigh,heismorelikelytoselectittoo. 4.MrUsmani's“swarm-moves”modelappealstosupermarketsbecauseitincreasessaleswithouttheneedtogivepeoplediscounts.Anditgivesshoppersthesatisfactionofknowingthattheyboughtthe“right”product—thatis,theoneeveryoneelsebought.Themodelhasnotyetbeentestedwidelyintherealworld,mainlybecauseradiofrequencyidentificationtechnologyisnewandhasonlybeeninstalledexperimentallyinsomesupermarkets.ButMrUsmanisaysthatbothWal-MartinAmericaandTescoinBritainareinterestedinhiswork,andtestingwillgetunderwayinthespring. 5.Anotherrecentstudyonthepowerofsocialinfluenceindicatesthatsalescould,indeed,beboostedinthisway.MatthewSalganikofColumbiaUniversityinNewYorkandhiscolleagueshavedescribedcreatinganartificialmusicmarketinwhichsome14,000peopledownloadedpreviouslyunknownsongs.Theresearchersfoundthatwhenpeoplecouldseethesongsrankedbyhowmanytimestheyhadbeendownloaded,theyfollowedthecrowd.Whenthesongswerenotorderedbyrank,butthenumberoftimestheyhadbeendownloadedwasdisplayed,theeffectofsocialinfluencewasstilltherebutwaslesspronounced.Peoplethusfollowtheherdwhenitiseasyforthemtodoso. 6.InJapanachainofconvenienceshopscalledRanKingRanQueenhasbeenorderingitsproductsaccordingtosalesdatafromdepartmentstoresandresearchcompanies.Theshopssellonlythemostpopularitemsineachproductcategory,andtherankingsareupdatedweekly.Icosystem,acompanyinCambridge,Massachusetts,alsoaimstoexploitknowledgeofsocialnetworkingtoimprovesales. 7.Andthepsychologythatworksinphysicalstoresisjustaspotentontheinternet.OnlineretailerssuchasAmazonareadeptattellingshopperswhichproductsarepopularwithlike-mindedconsumers.Evenintheprivacyofyourhome,youcanstillbepartoftheswarm. Questions1-6 Completethesentencesbelowwithwordstakenfromthereadingpassage.UseNOMORETHANTHREEWORDSforeachanswer. 1.Shopownersrealizethatthesmellof_______________canincreasesalesoffoodproducts. 2.Inshops,productsshelvedatamorevisiblelevelsellbettereveniftheyaremore_______________. 3.AccordingtoMr.Usmani,withtheuseof“swarmintelligence”phenomenon,anewmethodcanbeappliedtoencourage_______________. 4.Onthewaytoeverydayitemsatthebackofthestore,shoppersmightbetemptedtobuy_______________. 5.Ifthenumberofbuyersshownonthe_______________ishigh,othercustomerstendtofollowthem. 6.Usingthe“swarm-moves”model,shopownersdonothavetogivecustomers_______________toincreasesales.
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Howshopscanexploitpeople'sherdmentalitytoincreasesales

1.ATRIPtothesupermarketmaynotseemlikeanexerciseinpsychologicalwarfare—butitis.Shopkeepersknowthatfillingastorewiththearomaoffreshlybakedbreadmakespeoplefeelhungryandpersuadesthemtobuymorefoodthantheyhadintended.Stockingthemostexpensiveproductsateyelevelmakesthemsellfasterthancheaperbutlessvisiblecompetitors.Nowresearchersareinvestigatinghow“swarmintelligence”(thatis,howants,beesoranysocialanimal,includinghumans,behaveinacrowd)canbeusedtoinfluencewhatpeoplebuy.

2.AtarecentconferenceonthesimulationofadaptivebehaviourinRome,Zeeshan-ul-hassanUsmani,acomputerscientistfromtheFloridaInstituteofTechnology,describedanewwaytoincreaseimpulsebuyingusingthisphenomenon.Supermarketsalreadyencourageshopperstobuythingstheydidnotrealisetheywanted:forinstance,byplacingeverydayitemssuchasmilkandeggsatthebackofthestore,forcingshopperstowalkpastothertemptinggoodstoreachthem.MrUsmaniandRonaldoMenezes,alsooftheFloridaInstituteofTechnology,setouttoenhancethistendencytobuymorebyplayingontheherdinstinct.Theideaisthat,ifacertainproductisseentobepopular,shoppersarelikelytochooseittoo.Thechallengeistokeepcustomersinformedaboutwhatothersarebuying.

3.Entersmart-carttechnology.InMrUsmani'ssupermarketeveryproducthasaradiofrequencyidentificationtag,asortofbarcodethatusesradiowavestotransmitinformation,andeverytrolleyhasascannerthatreadsthisinformationandrelaysittoacentralcomputer.Asacustomerwalkspastashelfofgoods,ascreenontheshelftellshimhowmanypeoplecurrentlyintheshophavechosenthatparticularproduct.Ifthenumberishigh,heismorelikelytoselectittoo.

4.MrUsmani's“swarm-moves”modelappealstosupermarketsbecauseitincreasessaleswithouttheneedtogivepeoplediscounts.Anditgivesshoppersthesatisfactionofknowingthattheyboughtthe“right”product—thatis,theoneeveryoneelsebought.Themodelhasnotyetbeentestedwidelyintherealworld,mainlybecauseradiofrequencyidentificationtechnologyisnewandhasonlybeeninstalledexperimentallyinsomesupermarkets.ButMrUsmanisaysthatbothWal-MartinAmericaandTescoinBritainareinterestedinhiswork,andtestingwillgetunderwayinthespring.

5.Anotherrecentstudyonthepowerofsocialinfluenceindicatesthatsalescould,indeed,beboostedinthisway.MatthewSalganikofColumbiaUniversityinNewYorkandhiscolleagueshavedescribedcreatinganartificialmusicmarketinwhichsome14,000peopledownloadedpreviouslyunknownsongs.Theresearchersfoundthatwhenpeoplecouldseethesongsrankedbyhowmanytimestheyhadbeendownloaded,theyfollowedthecrowd.Whenthesongswerenotorderedbyrank,butthenumberoftimestheyhadbeendownloadedwasdisplayed,theeffectofsocialinfluencewasstilltherebutwaslesspronounced.Peoplethusfollowtheherdwhenitiseasyforthemtodoso.

6.InJapanachainofconvenienceshopscalledRanKingRanQueenhasbeenorderingitsproductsaccordingtosalesdatafromdepartmentstoresandresearchcompanies.Theshopssellonlythemostpopularitemsineachproductcategory,andtherankingsareupdatedweekly.Icosystem,acompanyinCambridge,Massachusetts,alsoaimstoexploitknowledgeofsocialnetworkingtoimprovesales.

7.Andthepsychologythatworksinphysicalstoresisjustaspotentontheinternet.OnlineretailerssuchasAmazonareadeptattellingshopperswhichproductsarepopularwithlike-mindedconsumers.Evenintheprivacyofyourhome,youcanstillbepartoftheswarm.

Questions1-6

Completethesentencesbelowwithwordstakenfromthereadingpassage.UseNOMORETHANTHREEWORDSforeachanswer.

1.Shopownersrealizethatthesmellof_______________canincreasesalesoffoodproducts.

2.Inshops,productsshelvedatamorevisiblelevelsellbettereveniftheyaremore_______________.

3.AccordingtoMr.Usmani,withtheuseof“swarmintelligence”phenomenon,anewmethodcanbeappliedtoencourage_______________.

4.Onthewaytoeverydayitemsatthebackofthestore,shoppersmightbetemptedtobuy_______________.

5.Ifthenumberofbuyersshownonthe_______________ishigh,othercustomerstendtofollowthem.

6.Usingthe“swarm-moves”model,shopownersdonothavetogivecustomers_______________toincreasesales.

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正确答案:

1.答案:(freshly baked) bread.

2.答案:expensive.

3.答案:impulse buying.

4.答案:other (tempting) goods/things/products.

5.答案:screen.

6.答案:discounts.

答案解析:

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Don'twashthosefossils!

StandardmuseumpracticecanwashawayDNA.

1.Washing,brushingandvarnishingfossils—allstandardconservationtreatmentsusedbymanyfossilhuntersandmuseumcuratorsalike—vastlyreducesthechancesofrecoveringancientDNA.

2.Instead,excavatorsshouldbehandlingatleastsomeoftheirbountywithgloves,andfreezingsamplesastheyarefound,dirtandall,concludesapaperintheProceedingsoftheNationalAcademyofSciencestoday.

3.AlthoughmanypalaeontologistsknowanecdotallythatthisisthebestwaytouptheoddsofextractinggoodDNA,Eva-MariaGeigloftheJacquesMonodInstituteinParis,France,andhercolleagueshavenowshownjusthowimportantconservationpracticescanbe.Thisinformation,theysay,needstobehammeredhomeamongthepeoplewhoareactuallyoutinthefielddiggingupbones.

4.Geiglandhercolleagueslookedat3,200-year-oldfossilbonesbelongingtoasingleindividualofanextinctcattlespecies,calledanaurochs.ThefossilsweredugupatasiteinFranceattwodifferenttimes—eitherin1947,andstoredinamuseumcollection,orin2004,andconservedinsterileconditionsat-20oC.

5.Theteam'sattemptstoextractDNAfromthe1947bonesallfailed.Thenewlyexcavatedfossils,however,allyieldedDNA.

6.Becausetheboneshadbeenburiedforthesameamountoftime,andinthesameconditions,theconservationmethodhadtobetoblamesaysGeigl."AsmuchDNAwasdegradedinthese57yearsasinthe3,200yearsbefore,"shesays.

Washin,washout

7.Becausemanypalaeontologistsbasetheirworkontheshapeoffossilsalone,theirmethodsofconservationarenotdesignedtopreserveDNA,Geiglexplains.

8.Thebiggestproblemishowtheyarecleaned.Fossilsareoftenwashedtogetheron-siteinalargebath,whichcanallowwater—andcontaminantsintheformofcontemporaryDNA—topermeateintotheporousbones."NotonlyistheauthenticDNAgettingwashedout,butcontaminationisgettingwashedin,"saysGeigl.

9.MostancientDNAspecialistsknowthisalready,saysHendrikPoinar,anevolutionarygeneticistatMcMasterUniversityinOntario,Canada.Butthatdoesn'tmeanthatbestpracticehasbecomewidespreadamongthosewhoactuallyfindthefossils.

10.GettingholdoffossilsthathavebeenpreservedwiththeirDNAinmindreliesoncloserelationshipsbetweenlab-basedgeneticistsandtheexcavators,sayspalaeogeneticistSvantePbooftheMaxPlanckInstituteforEvolutionaryAnthropologyinLeipzig,Germany.Andthatonlyoccursinexceptionalcases,hesays.

11.Pbo'steam,whichhasbeensequencingNeanderthalDNA,continuallyfacestheseproblems."WhenyouwanttostudyancienthumanandNeanderthalremains,there'sabigissueofcontaminationwithcontemporaryhumanDNA,"hesays.

12.Thisdoesn'tmeanthatallmuseumspecimensarefatallyflawed,notesPbo.TheNeanderthalfossilsthatwererecentlysequencedinhisownlab,forexample,hadbeenpartofamuseumcollectiontreatedinthetraditionalway.ButPboiskeentoseesamplesoffossilsfromeverymajorfindpreservedinlinewithGeigl'srecommendations—justincase.

Warmandwet

13.Geiglherselfbelievesthat,withcooperationbetweenbenchandfieldresearchers,preservingfossilsproperlycouldopenupavenuesofdiscoverythathavelongbeenassumedclosed.

14.Muchhumanculturaldevelopmenttookplaceintemperateregions.DNAdoesnotsurvivewellinwarmenvironmentsinthefirstplace,andcanvanishwhenfossilsarewashedandtreated.Forthisreason,Geiglsays,mostancientDNAstudieshavebeendoneonpermafrostsamples,suchasthewoollymammoth,oronremainsshelteredfromtheelementsincoldcaves—includingcavebearandNeanderthalfossils.

15.Betterconservationmethods,andafocusonfreshfossils,couldboostDNAextractionfrommoredelicatespecimens,saysGeigl.Andthatcouldshedmorelightonthestoryofhumanevolution.

(640wordsnature)

Glossary

Palaeontologists古生物学家

Aurochs欧洲野牛

Neanderthal(人类学)尼安德特人,旧石器时代的古人类。

Permafrost(地理)永冻层

Questions1-6

AnswerthefollowingquestionsbyusingNOMORETHANTHREEWORDSforeachanswer.

1.Howdidpeopletraditionallytreatfossils?

2.WhatsuggestionsdoGeiglandhercolleaguesgiveonwhatshouldbedonewhenfossilsarefound?

3.Whatproblemsmaybeposediffossilbonesarewashedon-site?NameONE.

4.WhatcharacteristicdofossilboneshavetomakethemsusceptibletobecontaminatedwithcontemporaryDNAwhentheyarewashed?

5.Whatcouldbebetterunderstoodwhenconservationtreatmentsareimproved?

6.Thepassagementionedseveralanimalspeciesstudiedbyresearchers.Howmanyofthemarementioned?

Questions7-11

Dothefollowingstatementsagreewiththeinformationgiveninthepassage?PleasewriteTRUEifthestatementagreeswiththewriterFALSEifthestatementdoesnotagreewiththewriterNOTGIVENifthereisnoinformationaboutthisinthepassage.

7.IntheirpaperpublishedintheProceedingsoftheNationalAcademyofSciences,GeiglandhercolleagueshaveshownwhatconservationpracticesshouldbefollowedtopreserveancientDNA.

8.ThefossilbonesthatGeiglandhercolleaguesstudiedareallfromthesameaurochs.

9.Geneticistsdon'thavetoworkonsite.

10.OnlynewlyexcavatedfossilbonesusingnewconservationmethodssuggestedbyGeiglandhercolleaguescontainancientDNA.

11.Paaboisstillworriedaboutthepotentialproblemscausedbytreatmentsoffossilsintraditionalway.

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CompletethefollowingthestatementsbychoosingletterA-Dforeachanswer.

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[A]ItiscriticaltofollowproperpracticesinpreservingancientDNA.

[B]ThebestwayofgettinggoodDNAistohandlefossilswithgloves.

[C]Fossilhuntersshouldwearhome-madehammerswhilediggingupbones.

[D]Manypalaeontologistsknowhowoneshoulddointreatingfossils.

13.ThestudyconductedbyGeiglandhercolleaguessuggests:

[A]thefactthatancientDNAcannotberecoveredfromfossilbonesexcavatedinthepast.

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Thelocalgovernmentwill_____morecollegesformorestudentstoreceivehighereducation.

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Howshopscanexploitpeople'sherdmentalitytoincreasesales

1.ATRIPtothesupermarketmaynotseemlikeanexerciseinpsychologicalwarfare—butitis.Shopkeepersknowthatfillingastorewiththearomaoffreshlybakedbreadmakespeoplefeelhungryandpersuadesthemtobuymorefoodthantheyhadintended.Stockingthemostexpensiveproductsateyelevelmakesthemsellfasterthancheaperbutlessvisiblecompetitors.Nowresearchersareinvestigatinghow“swarmintelligence”(thatis,howants,beesoranysocialanimal,includinghumans,behaveinacrowd)canbeusedtoinfluencewhatpeoplebuy.

2.AtarecentconferenceonthesimulationofadaptivebehaviourinRome,Zeeshan-ul-hassanUsmani,acomputerscientistfromtheFloridaInstituteofTechnology,describedanewwaytoincreaseimpulsebuyingusingthisphenomenon.Supermarketsalreadyencourageshopperstobuythingstheydidnotrealisetheywanted:forinstance,byplacingeverydayitemssuchasmilkandeggsatthebackofthestore,forcingshopperstowalkpastothertemptinggoodstoreachthem.MrUsmaniandRonaldoMenezes,alsooftheFloridaInstituteofTechnology,setouttoenhancethistendencytobuymorebyplayingontheherdinstinct.Theideaisthat,ifacertainproductisseentobepopular,shoppersarelikelytochooseittoo.Thechallengeistokeepcustomersinformedaboutwhatothersarebuying.

3.Entersmart-carttechnology.InMrUsmani'ssupermarketeveryproducthasaradiofrequencyidentificationtag,asortofbarcodethatusesradiowavestotransmitinformation,andeverytrolleyhasascannerthatreadsthisinformationandrelaysittoacentralcomputer.Asacustomerwalkspastashelfofgoods,ascreenontheshelftellshimhowmanypeoplecurrentlyintheshophavechosenthatparticularproduct.Ifthenumberishigh,heismorelikelytoselectittoo.

4.MrUsmani's“swarm-moves”modelappealstosupermarketsbecauseitincreasessaleswithouttheneedtogivepeoplediscounts.Anditgivesshoppersthesatisfactionofknowingthattheyboughtthe“right”product—thatis,theoneeveryoneelsebought.Themodelhasnotyetbeentestedwidelyintherealworld,mainlybecauseradiofrequencyidentificationtechnologyisnewandhasonlybeeninstalledexperimentallyinsomesupermarkets.ButMrUsmanisaysthatbothWal-MartinAmericaandTescoinBritainareinterestedinhiswork,andtestingwillgetunderwayinthespring.

5.Anotherrecentstudyonthepowerofsocialinfluenceindicatesthatsalescould,indeed,beboostedinthisway.MatthewSalganikofColumbiaUniversityinNewYorkandhiscolleagueshavedescribedcreatinganartificialmusicmarketinwhichsome14,000peopledownloadedpreviouslyunknownsongs.Theresearchersfoundthatwhenpeoplecouldseethesongsrankedbyhowmanytimestheyhadbeendownloaded,theyfollowedthecrowd.Whenthesongswerenotorderedbyrank,butthenumberoftimestheyhadbeendownloadedwasdisplayed,theeffectofsocialinfluencewasstilltherebutwaslesspronounced.Peoplethusfollowtheherdwhenitiseasyforthemtodoso.

6.InJapanachainofconvenienceshopscalledRanKingRanQueenhasbeenorderingitsproductsaccordingtosalesdatafromdepartmentstoresandresearchcompanies.Theshopssellonlythemostpopularitemsineachproductcategory,andtherankingsareupdatedweekly.Icosystem,acompanyinCambridge,Massachusetts,alsoaimstoexploitknowledgeofsocialnetworkingtoimprovesales.

7.Andthepsychologythatworksinphysicalstoresisjustaspotentontheinternet.OnlineretailerssuchasAmazonareadeptattellingshopperswhichproductsarepopularwithlike-mindedconsumers.Evenintheprivacyofyourhome,youcanstillbepartoftheswarm.

Questions1-6

Completethesentencesbelowwithwordstakenfromthereadingpassage.UseNOMORETHANTHREEWORDSforeachanswer.

1.Shopownersrealizethatthesmellof_______________canincreasesalesoffoodproducts.

2.Inshops,productsshelvedatamorevisiblelevelsellbettereveniftheyaremore_______________.

3.AccordingtoMr.Usmani,withtheuseof“swarmintelligence”phenomenon,anewmethodcanbeappliedtoencourage_______________.

4.Onthewaytoeverydayitemsatthebackofthestore,shoppersmightbetemptedtobuy_______________.

5.Ifthenumberofbuyersshownonthe_______________ishigh,othercustomerstendtofollowthem.

6.Usingthe“swarm-moves”model,shopownersdonothavetogivecustomers_______________toincreasesales.

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