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  3. A scientist who does research in economic psychology and who wants to predict the way in which consumers will spend their money

A scientist who does research in economic psychology and who wants to predict the way in which consumers will spend their money

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问题      A scientist who does research in economic psychology and who wants to predict the way in which consumers will spend their money must study consumer behavior. He must obtain data both on resources of consumers and on the motives that lend to encourage or discourage money spending.
     If an economist were asked which of three groups borrow most—people with rising incomes, stable incomes or declining incomes—he would probable answer: those with declining incomes. Actually, in the years 1947～1950, the answer was: people with rising incomes. People with declining incomes were next and people with stable incomes borrowed the least. This shows us that traditional assumptions about earning and spending are not always reliable. Another traditional assumption is that if people who have money expect prices to go up, they will postpone buying. But research surveys have shown that this is not always true. The expectations of price increases may not stimulate buying. One typical attitude was expressed by the wife of a mechanic in an interview at a time of rising prices, "In a few months," she said, "we’ll have to pay more for meat and milk; we’ll have less to spend on other things." Her family had been planning to buy a new car but they postponed this purchase. Furthermore, the rise in prices that bas already taken place may be resented and buyer’s resistance may be evoked. This is shown by the following typical comment: "I just don’t pay these prices; they are too high."
     The investigations mentioned above were carried out in America. Investigations conducted at the same time in Great Britain, however, yielded results that were more in agreement with traditional assumptions about saving and spending patterns. The condition most conducive to spending appears to be price stability. If prices have been stable and people consider that they are reasonable, they are likely to buy. Thus, it appears that the common business policy of maintaining stable prices is based on a correct understanding of consumer psychology.
According to the passage, if one wants to study consumer behavior, he should ______.
选项 A、study the knowledge of psychology
B、obtain data on the motives that tend to encourage or discourage consumers to spend money
C、carry out investigations on consumers behavior and obtain data on consumers’ incomes and money spending motives
D、do researches in consumer psychology in different countries
答案C
解析 细节理解题。此题较容易，问如果一个人想研究消费者行为，应该怎样做。第一段提到想要预测消费者花钱方式的科学家必须研究消费者行为。必须获得有关数据，这些数据包括消费者来源和鼓励或打消花钱行为的动机。由此可直接得到答案为C“对消费者行为进行调查并获得关于消费者收入和花钱动机的数据”。
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