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  3. 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,

admin2014-02-22  68
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.
【R2】
选项
答案G
解析 空格处是本段的结尾句，一般是点题的作用。从文章的标题The psychology of warranties(保单心理学)，Protection racket(保护之诈)来看。空格要填入的内容应与此有关，是这种情况导致的结果。备选答案中，选项G中的makes一次说明后面的内容是要产生的结果，warranties amazinglyprofitable与前文对应，故答案为G。
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