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
Travelers arriving at Heathrow airport this year have been met by the smell of freshly-cut grass, pumped from a discreet corner
Travelers arriving at Heathrow airport this year have been met by the smell of freshly-cut grass, pumped from a discreet corner
admin
2012-08-05
51
问题
Travelers 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 odors 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 behavior to help sell products. Marketing people call this "atmosphere"--using sounds or smells to manipulate consumer behavior. 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 bas 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 behavior. 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 emotion, 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
推理判断题。根据第二段第一句中的“…to help sell products”,第二句中的“…using sounds or smells to manipulate consumer behavior”等语句可知,sensory marketing的目的是促销商品,因此商店经营者获益最大。
转载请注明原文地址:https://kaotiyun.com/show/apmK777K
0
专业英语四级
相关试题推荐
WriteonANSWERSHEETTWOanoteofabout50-60wordsbasedonthefollowingsituation:YouareLily’steacher.Youwanttom
Whatisthepassagemainlyabout?
Theentrepreneur,accordingtoFrencheconomistJ.B.Say,"isapersonwhoshiftseconomicresourcesoutofanareaofloweran
HowmanyuniversitieswerethereinBritainintheyearof1960?
FlatswerealmostunknowninBritainuntilthe1850swhentheyweredeveloped,alongwithotherindustrialdwellings,forthela
Itreally______towitnesssuchanenormitycanoccurintheso-calledcivilizedsociety.
Thoughherparents______hermusicalability,Linda’spianoplayingisreallyterrible.
DearSirs,Yourshipmentoftwelvethousand"Smart"watcheswasreceivedbyourcompanythismorning.However,wewishtoma
Afteryearsofresearch,scholarshavefinally______thisanonymousplaytoChristopherMarlowe.
Besidesastronauts,whatelseisNASAgoingtobringtoSpaceStation?
随机试题
日本有机蔬菜的认证条件非常苛刻,要求种植有机蔬菜的土地3年以内没有使用过任何农药、化肥。日本有机蔬菜的售价只比普通蔬菜高20%~30%。而在中国,有机蔬菜的价格是普通蔬菜的数倍甚至10倍。这说明,中国的有机蔬菜种植业是暴利行业。以下哪项陈述是上述结论需要假
下列说法正确的是().
弹筝搏髀。
求过点M0(2,3,4),垂直于直线,且平行于平面π:4x-2y+3z=11的直线方程.
1858年,瑞典的一个富豪人家生下了一个女儿。然而出生不久,孩子就染上了一种无法解释的瘫痪症,丧失了走路的能力。一次,女孩和家人一起乘船旅行。船长的太太给孩子讲船长有一只天堂鸟,她被这只鸟的描述迷住了,极想亲自看一看。于是保姆把孩子留在甲板上,自己去找船长
A.骨髓B.胸腺C.法氏囊D.扁桃体E.哈德氏腺某鸡场,采用滴鼻点眼法对7日龄鸡接种新城疫Ⅳ疫苗,以刺激机体免疫器官产出局部黏膜免疫。该免疫器官是
如果A方案的净现值是200万元,项目计算期是15年,B方案的项目计算期是10年,基准折现率为12%,按最短计算期法计算的A方案的调整后的净现值应为( )。
当一些小组组员垄断小组讨论时,或当组员的发言太抽象时,或当小组讨论脱离主题范围时,社会工作者要采取限制的手段来处理小组或小组组员的行为。()
散曲套数[般涉调.哨遍]《高祖还乡》新奇之处在于采用_______。
IP地址块192.168.133.128/26的子网掩码可写为()。
最新回复
(
0
)