首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
Travellers arriving at Heathrow airport this year have been met by the smell of freshly-cut grass, pumped from a discreet corner
Travellers arriving at Heathrow airport this year have been met by the smell of freshly-cut grass, pumped from a discreet corner
admin
2014-01-17
71
问题
Travellers arriving at Heathrow airport this year have been met by the smell of freshly-cut grass, pumped from a discreet corner via an "aroma box", a machine which blows warm, scented air into the environment. It can scent the area of an average high street shop with the smell of the chocolate, freshly-cut grass, or sea breezes, in fact any synthetic odours that can be made to smell like the real thing.
Heathrow’s move into "sensory" marketing is the latest in a long line of attempts by businesses to use sensory psychology -- the scientific study of the effects of the senses on our behaviour to help sell products. Marketing people call this "atmospherics" -- using sounds or smells to manipulate consumer behaviour. On Valentine’s Day two years ago the chain of chemist’s Superdog scented one of its London shops with chocolate. The smell of chocolate is supposed to have the effect of reducing concentration and making customers relax. "Chocolate is associated with love", said a marketing spokeswoman, "we thought it would get people in the mood for romance." She did not reveal, though, whether the smell actually made people spend more money.
However, research into customer satisfaction with certain scented products has clearly shown that smell does have a commercial effect, though of course it must be an appropriate smell. In a survey, customers considered a lemon-scented detergent more effective than another scented with coconut despite the fact that the detergent used in both was identical. On the other hand, a coconut-scented suntan lotion was rated more effective than a lemon-scented one. A research group from Washington University reported that the smell of mint or orange sprayed in a store resulted in customers rating the store as more modern and more pleasant for shopping than other stores without the smell. Customers also rated the goods on sale as better, and expressed a stronger intention to visit the store again in the future.
Music too has long been used in supermarkets for marketing purposes. Supermarkets are aware, for example, that slow music causes customers to stay longer in the shop (and hopefully buy more things). At Leicester University psychologists have found that a specific kind of music can influence consumer behaviour. In a supermarket French wine sold at the rate of 76% compared to 20% German wine when French accordion music was played. The same thing happened in reverse when German bierkeller music was played In one American study people even bought more expensive wines when classical music was played instead of country music.
Writers and poets have often described the powerful effects of smell on our emotions, and smell is often considered to be the sense most likely to evoke emotion- filled memories. Research suggests however that this is a myth and that a photograph or a voice is just as likely to evoke a memory as a smell. Perhaps the reason for this myth is because smells, as opposed to sights and sounds, are very difficult to give a name to. The fact that smell is invisible, and thus somehow more mysterious, may partly explain its reputation as our most emotional sense.
Who might benefit most from "atmospherics" in "sensory" marketing?
选项
A、Psychologists.
B、Customers.
C、Shop owners.
D、The research groups.
答案
C
解析
本题询问谁是“气氛学”研究在气味促销中应用的受益者。相关信息在第二段,相关语句为“Marketing people call this‘atmospherics’---using sounds or smells to manipulate consumer behaviour”。
转载请注明原文地址:https://kaotiyun.com/show/9KFK777K
0
专业英语四级
相关试题推荐
Whatarethetwospeakerstalkingabout?
SuccessTherearenosecretsofsuccess./Successisdoingthethingsyouknowyoushoulddo./Successisnotdoingthethin
Weleftthemeeting,thereobviously______nopointinstaying.
WriteonANSWERSHEETTWOanoteofabout50-60wordsbasedonthefollowingsituation:YouborrowedabookfromLucytwomon
ItmightseemalongtimeoffyetbutwearesteadilymovingtowardsaCommunityDrivingLicensewhichwillbevalidinallmemb
December5thisInternationalVolunteersDay.Since1985,whentheUnitedNationsannouncedthespecialday,tensofmillionsof
Dormitoriesoncampuswerereportedtobebrokenintoandburglarieshappenedregularly.Whatshouldbothstudentsanduniversit
TheEuropeanCommunitysaysitwillconsiderusingforce______isneededforpeacekeepingintheregion.
Thereisno______inapplyingforthatjob,asyouarenotproperlyqualified.
MorePeopleApplyingtoMBAProgramsThereismorecompetitionamongadultsapplyingtothenation’stopMBAprograms.As
随机试题
__________是马克思主义科学社会主义的直接理论来源。
A.芬太尼透皮贴剂B.利培酮口崩片C.利巴韦林胶囊D.注射用利培酮微球E.水杨酸乳膏属于靶向制剂的是
急性心肌梗死患者发生休克的主要原因是
至少应满足以下()的条件要求,该房地产开发企业可以开始申请预售。
下列选项中,不符合《测绘资质管理规定》的是()。
建设项目合同文件的组成包括( )。
某青年教师按照本校著名化学特级教师“溶质的质量分数”的课堂教学过程,模仿他的内容和方法进行教学,但实际教学效果并不佳。问题:请列举教师选择教学策略和方法的依据。
复数z=的实部与虚部之和为_________.
A.contraryB.exclaimedC.extensivelyD.affectedE.priorF.demandsG.soH.impactI.reasonsJ.relatetoK.specifical
A、Hardtosay.B、Thewoman’s.C、Theman’s.D、Tom’s.B本题考查对比较级的理解和判断。对话中,女士说“我的笔没有你昨天买的那支好。”可知女士的笔与男士的笔相比,女士的较差。男士答,“我的笔比汤姆的差。”因此
最新回复
(
0
)