2. 外语
  3. For many years large supermarkets have been encouraging us to spend money by pumping the smell of freshly-baked bread into their

For many years large supermarkets have been encouraging us to spend money by pumping the smell of freshly-baked bread into their

admin2019-08-04  48
问题
    For many years large supermarkets have been encouraging us to spend money by pumping the smell of freshly-baked bread into their store. Now Dale Air, a leading firm of aroma consultants, has been approached by Barclay’s Bank to develop suitable artificial smells for their banks. Researchers have suggested that surrounding customers with the ’ smell of money’ will encourage them to relax and feel optimistic and confident about a bank’s security and professionalism.
    However, before a smell can be manufactured and disseminated through air conditioning systems into banks, it must be identified and chemically analysed, and this has proved to be difficult. The problem is that banknotes and coins tend to pick up the smell of their surroundings, so cash that has been sitting in a cash register at a fishmonger’s will smell of fish, and banknotes used to pay for meals in restaurants will tend to smell of other types of food.
    It may be a challenge, but aroma experts have little doubt that the use of an artificial smell of money will be an effective form of subconscious advertising. Lunn Poly, a British travel company, introduced the smell of coconuts into its travel agencies and saw a big increase in spending by holiday makers.(74)Many cafes now have machines that release the smell of freshly roasted coffee near their entrances, subtly encouraging customers to come in and have a drink or snack. Even prestige car maker Rolls-Royce sprays the inside of its cars to enhance the smell of the leather seats.
    ’ The sense of smell is probably the most basic and primitive of all human senses,’ explains researcher Jim O’reiordan. ’ There is a direct pathway from the olfactory organs in the nose to the brain. ’(75)It is certainly true that most people find certain smells incredibly evocative, and that these smells stir up memories and feelings in a way that few other stimulants can rival. It is a phenomenon marketing consultants have long recognized, but until recently have been unable to harness. ’ We’ve made great progress but the technology of odour production is still in its infancy,’ says O’reiordan.
Shoppers are aware of the effect smells have on their spending.
选项 A、TRUE
B、FALSE
答案B
解析 文章中只是指出很多商家利用不同的气味来刺激顾客消费，但并未提及消费者意识到气味对他们消费的影响，此外从第三段首句提到的“subconscious advertising”，可知气味是一种潜意识下的广告方式，因此题干有误。
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