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
The psychology of warranties Protection racket 保单心理学保护之诈 If extended guarantees are overpriced,
The psychology of warranties Protection racket 保单心理学保护之诈 If extended guarantees are overpriced,
admin
2014-02-22
82
问题
The psychology of warranties Protection racket
保单心理学保护之诈
If extended guarantees are overpriced, why are they so popular?
CUSTOMERS tend to agonise over the relative merits of different models of electronic goods such as digital cameras or plasma televisions. But when they get to the till, many spend freely on something they barely think about at all: an extended warranty, which is often more profitable to the retailer than the device it covers.
Shoppers typically pay 10-50% of the cost of a product to insure it beyond the term covered by the manufacturer’s guarantee. 【R1】______Yet products rarely break within the period covered, and repairs tend to cost no more than the warranty itself. 【R2】______
So why, asks a paper published in the December issue of the Journal of Consumer Research, so many consumers still buy extended warranties? The authors — Tao Chen of the University of Maryland, Ajay Kalra of Rice University and Baohong Sun of Carnegie Mellon University — examined purchase data from a big electronics retailer for over 600 households from November 2003 to October 2004. 【R3】______
If a customer is about to buy something fun(ie, a plasma television rather than a vacuum cleaner), he will be more inclined to splash out on extra insurance. This is because consumers value "hedonic" items over utilitarian ones, regardless of the actual price tag. 【R4】______The study also found that poorer consumers are more likely to buy " potentially unnecessary and overpriced insurance" , because they are more worried about the expense of replacing a product if it breaks.
【R5】______But although most policies go unused, he admits that the emotional tranquillity that comes with buying a new warranty is not in itself without value, even if "rationally, it doesn’t make sense".
A. This is especially true if the item is on sale, as finding an unexpected bargain leaves buyers feeling flush and pleased.
B. The terms of these deals vary(and there is often a great deal of fine print), but they usually promise to repair or replace a faulty device for between one and four years.
C. Only in the present century has one species man acquired significant power to alter the nature of his world.
D. This is because consumers are more likely to buy "hedonic" items.
E. They concluded that the decision to buy a warranty had a great deal to do with a shopper’s mood.
F. The popularity of warranties should logically depend on the likelihood of a product’s failure, says Mr. Kalra.
G. That makes warranties amazingly profitable: they generate over $ 16 billion annually for American retailers, according to Warranty Week, a trade journal.
【R4】
选项
答案
A
解析
空格前提到随意在额外的保险上花钱的顾客们是重视“享乐的”,不顾真实的价格标签这一情况。选项A中的This is especially true正好与之顺承。故答案为A。
转载请注明原文地址:https://kaotiyun.com/show/EUQO777K
0
考博英语
相关试题推荐
FindingsomethingnewtosayaboutAmerica’sloveaffairwiththedeathpenaltyisnoteasy.Thesubjectnotonlyamusesintense
Somepeoplebelievethat"KingJohn"waswrittenbyShakespeare,butsomepeopleitmightbewrittenbyan______author.
Pricesdeterminehowresourcesaretobeused.Theyarealsothemeansbywhichproductsandservicesthatareinlimitedsupply
ScienceFictioncanprovidestudentsinterestedinthefuturewithabasicintroductiontotheconceptofthinkingaboutpossibl
Thelastdecadehasseenatremendousexpansionofscientificknowledgeinhumangenetics.Ourunderstandingofhumangenesand
Duringthenormaldevelopmentofself,achildisaffectedbycertaininfluentialfactors.1._____.Infantsformanattachmentwi
Nomatterwhathesaidtoyou,hismannershowedan______thathedidnotactuallyagreewiththeproposal.
TheJapanesedesireformarriagehadbeenverystrong,Inthefifth"worldyouthattitudesurvey"【C1】______bytheManagementand
TheclimateofEarthischanging.Climatologistsareconfidentthatoverthepastcentury,theglobalaveragesurfacetemperatur
随机试题
在心动周期中,心室充盈主要依靠
患者,28岁,女性,产后第26天,主诉畏寒发热伴右乳疼痛3天,查右乳局部皮肤红肿痛,局部皮肤表面有脱屑,腋窝淋巴结肿大,压痛,问患者可能的诊断是
下列哪项不是珍珠母的功效
对于卧式或立式离心泵、混流泵机组,当进水池水位(或水源水位)变幅大于H效吸,且泵房地基承载力较低或地下水位较高时可建()。
某国游客在中国旅游期间自然死亡,按有关规定,若死者家属或()要求解剖,我方可同意,但必须有他们签字的书面请求。
受教育权是儿童享有的一项基本权利,是一项合法权利。()
下列选项中,属于法治应当遵循的基本原则的有()。
=________.
在如下基于网络入侵检测系统的基本结构图中,对应I、Ⅱ、Ⅲ模块的名称是——。
采用IEEE802.11b标准将两栋楼的局域网互连为一个逻辑网络,应使用的无线设备是
最新回复
(
0
)