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  3. The global financial crisis of 2008 hit consumers hard. Two years later, and they’re still reeling. Spending is down across the

The global financial crisis of 2008 hit consumers hard. Two years later, and they’re still reeling. Spending is down across the

admin2014-01-17  61
问题     The global financial crisis of 2008 hit consumers hard. Two years later, and they’re still reeling. Spending is down across the board, and even the more affluent are watching their pennies. In this fearful climate, retailers are applying ever more scientific and psychological tactics to lure them back. This was made clear to me on a memorable day in 2010 when I visited the laboratory outside of Chicago of one of the world’s largest consumer goods manufacturers.
    After driving for nearly two hours, I reached my destination: a huge, imposing warehouse, with no outward sign, and a vast parking lot full of cars. A friendly receptionist checked my identity, had me sign all sorts of paperwork, and directed me through a door labeled Control Room. It was massive, and resembled images I’ve seen of NASA’s operations area—row upon row of people staring intently at hundreds of screens, only they were monitoring shoppers pushing carts around the aisles of a supermarket that had been designed to test their responses to different marketing strategies. "Take a careful look at this lady," said one of the monitors, pointing to a middle-aged woman on the screen. " She’s about to enter our latest speed-bump area. It’s designed to have her spend 45 seconds longer in this section, which can increase her average spend by as much as 73%. I call it the zone of seduction.
    This particular section of the market was different from the usual aisle. For a start, it had different floor tiles—a type of pattern conveying a sense of quality. And instead of the cart gliding imperceptibly across nondescript carpet, it made a ringing sound, causing the shopper to instinctively slow down. The shopper’s speed was displayed at the top of the screen, and as soon as she entered the zone, her pace noticeably slowed.
    Over several months of experimenting with signs, the team noticed that using a dollar sign in front of the price decreases our likelihood of making the purchase. The dollar sign is a symbol of cost, rather than gain. Removing the sign helps the consumer escape the harsh reality of outstanding bills and longer-term financial concerns. No doubt the larger cart and the changed floor tiles also played their part, but what was most surprising was our need to hoard. A pronouncement allowing only three cans per customer can seal a deal.
    The next time you go grocery shopping, take a look at the signs, the type of floor, and even the carts. Everything has been designed with an eye towards getting you to grab those three cans of something that was not on your list. The more attention you pay to the details, the more aware you’ll become of how you’re being manipulated. One thing is for certain; whoever made those three cans will be watching you just as closely.
Which of the following is the best title of the passage?
选项 A、The Appeal to Your Stocking Instinct.
B、Retailers’ Marketing Tactics and Performance.
C、What Your Supermarket Knows About You.
D、The Impact of the Recession on Consumers.
答案C
解析 主旨题。本文开篇提到2008年的金融危机对消费者消费行为的影响，引出主旨：零售商们正采用各种营销策略以吸引消费者。之后提及位于芝加哥外的一家消费者实验室。第二段描述了实验室里的场景：人们对超市消费者的行为进行监控。第三段说明减速区吸引消费者的原因。接着指出针对消费者行之有效的营销策略。最后进行全文总结，再次指出购物场的各种营销策略，而消费者的消费行为处于监控之下。可见，本文是围绕零售商针对消费者的心理采用的各种营销策略进行分析，而C能够概括这一主旨，故为答案。
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