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  3. When shopkeepers want to lure customers into buying a particular product, they typically offer it at a discount. According to a

When shopkeepers want to lure customers into buying a particular product, they typically offer it at a discount. According to a

admin2017-09-08  26
问题     When shopkeepers want to lure customers into buying a particular product, they typically offer it at a discount. According to a new study to be published in the Journal of Marketing, they are【C1】______a trick.
    A team of researchers, led by Akshay Rao of University of Minnesota, looked at consumers’【C2】______to discounting. Shoppers, they found, much prefer getting something extra free to getting something cheaper. The main reason is that most people are【C3】______at fractions.
    Consumers often struggle to realise,【C4】______, that a 50% increase in【C5】______is the same as a 33% discount in price. They【C6】______assume the former is better value. In an experiment, the researchers sold 73% more hand lotion when it was offered in a【C7】______pack than when it carried an equivalent discount.
    This numerical blind【C8】______remains even when the deal【C9】______favours the discounted product In another experiment, this time on his undergraduates, Mr. Rao offered two deals on loose coffee beans: 33% extra free or 33%【C10】______the price. The discount is【C11】______the better proposition, but the experiment shows the supposedly clever students viewed them as【C12】______.
    Marketing types can draw lessons【C13】______just pricing, says Mr. Rao. When advertising a new car’s efficiency, for example, it is more【C14】______to talk about the number of extra miles per gallon it does,【C15】______the equivalent percentage fall in fuel【C16】______.
    There may be lessons for officials who【C17】______prices too. Even well-educated shoppers are easily【C18】______. Sending everyone back to school for maths seems out of the question.【C19】______more prominently displayed unit prices in shops and advertisements would be a great【C20】______.
【C18】
选项 A、persuaded
B、distracted
C、foxed
D、impressed
答案C
解析 句中Even表让步，说明即使是受过良好教育的购物者也不容易算清折扣和赠品哪个更优惠，因此空格处选“消极”意义的词，C项fox作动词时，指“欺骗”，符合语义。
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