2. 外语
  3. •Read the findings below on psychology of consumption. •Choose the best word to fill each gap from A. B. C or D on the oppo

•Read the findings below on psychology of consumption. •Choose the best word to fill each gap from A. B. C or D on the oppo

admin2014-03-03  18
问题    •Read the findings below on psychology of consumption.  
   •Choose the best word to fill each gap from A. B. C or D on the opposite page.  
   •For each question 19-33, mark one letter(A, B, C or D).  
                       Pricing and the Psychology of Consumption
       Ask any executive how pricing policies influence the demand for a product or service, and you’ll get a confident, well-reasoned reply。Ask that same executive how pricing policies affect consumption—the extent to which customers use products or services that they’ve  (19)  for—and you’ll get a muted response at best. It is found that managers rarely, if ever, think about consumption when they  (20)  prices—and that be an  (21)  oversight.  
      For many executives, the idea that they should  (22)  consumers’ attention to the price that was paid for a product or service is counterintuitive. Companies have long  (23)  to mask the costs of their goods and services in order to boost sales. And rightly  (24)  —if a company fails to  (25)  theinitial sale, it won’t have to worry about consumption. To promote sales, health club managers encouragemembers to get the payment out of the  (26)  early；HMOs encourage automatic payroll deductions；and cruise lines bundle small, specific costs into a single, all-inclusive  (27)  .  
      However, executives may be discouraging consumption when they  (28)  those pricing practices. People are more  (29)  to consume a product when they are  (30)  of its cost—when they feel’out of pocket’. But  (31)  pricing practices such as advance sales, season tickets, and price bundling all serve to mask howmuch a buyer has  (32)  on a given product, decreasing the likelihood that the buyer will actually use it. And a customer who doesn’t use a product is unlikely to buy that product again. Executives who  (33)  those pricing tactics without considering their impact on consumption may be trading off long-term customer retention for shorf-term increases in sales.   
选项 A、costly
B、expensive
C、dear
D、luxurious
答案A
解析 完成此题须纵观全文。根据上下文，尤其是全文的最后一句话可知，如果定价时不考虑定价政策对消费的影响，经营者可能只会赢得一时的销售额上升，而失去长期客户。“costly”在此处表示“损失惨重的”之意，而B、C两项表示“昂贵的”之意，D项表示“奢华的”之意。因此，A为正确选项。
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