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  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  67
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.
Path Intelligence uses a technology at Gunwharf Quays to______.
选项 A、find out what people buy in the store
B、monitor what shoppers say and do in the store
C、count the number of customers entering the store
D、measure the length of time people stay in the store
答案D
解析 根据题干中的Path Intelligence将本题出处定位到第五段前三句。首句提到进入商店的人数无法说明顾客去了哪些区域，以及他们在那里停留了多长时间。第二句提到弥补这项空白的技术：移动电话，第三句举了Path Intelligence在一家大型零售店Gunwharf Ouays跟踪顾客手机的例子进行说明。由此可知，Path Intelligence使用跟踪顾客手机的技术是为了测量 人们在商店停留的时间，故答案为[D]。
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