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1、Whenretailerswanttotemptcustomerstobuyingaparticular阅读理解答案 Whenretailerswanttotemptcustomerstobuyingaparticularproduct,theytypicallyofferitatadiscount.AccordingtoanewstudytobepublishedintheJournalofMarketing,theyaremissingsomething. Ateamofresearchers,ledbyAkshayRaooftheUniversityofM
2、innesota’sCarlsonSchoolofManagementlookedatconsumers’attitudestodiscounting.Shoppers,theyfound,muchprefergettingsomethingextrafreetogettingsomethingcheaper.Themainreasonisthatmostpeopleareuselessat__41__. Consumersoftenstruggletorealize,forexample,thata50%increaseinquantityisthesameas
3、a33%discountinprice.Theyoverwhelmingly__42__theformerisbettervalue.Inanexperimenttheresearcherssold73%morehandlotionwhenitwasofferedinabonuspackthanwhenitcarriedanequivalentdiscount. Thisnumericalblindspotremainsevenwhenthe__43__clearlyfavoursthediscountedproduct.Inanotherexperiment,t
4、histimeonhisundergradu ates,Mr.Raoofferedtwooptionsofloosecoffeebeans:33%extrafreeor33%offtheprice.Thediscountisbyfarthebetterpropositionbutthe__44__cleverstudentsviewedthemasequivalent. Studieshaveshownotherwaysinwhichretailerscan__45__consumers’innumeracy.Oneistoconfusethemwith__
5、46__discounting.Peoplearemorelikelytoseeabargaininaproductthathasbeenreducedby20%,andthenbyanadditional25%,thanonewhichhasbeen__47__toanequivalent,one-off,40%reduction. Marketingtypescan__48__lessonsbeyondjustpricing,saysMr.Rao.Whenadvertisinganewcar’sefficiency,forexample,itismorecon
6、vincingtotalkaboutthenumberofextramilespergallonitdoes,ratherthantheequivalentpercentagefallinfuelconsumption. Theremaybelessonsforregulators,too.Evenwell-educatedshoppersareeasyto__49__.Sendingeveryonebacktoschoolformathsrefresher-coursesseemsoutofthequestion.Butmore__50_ _display
7、edunitpricesinshopsandadvertisementswouldbeagreathelp. Historyhasnotyet__51__whatwewilldefinitivelycallthepostmillennialcohort(2000年后出生的人)thatnow__52__morethan60millionpeopleintheU.S.Thesekidsand__53__withnoconceptoflife__54__theInternethavesofarbeencalledtheAppGenerationandGenerati
