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[originaltext]Weather is a constant force in our lives, but there is little mar
[originaltext]Weather is a constant force in our lives, but there is little mar
游客
2023-08-08
74
管理
问题
Weather is a constant force in our lives, but there is little marketing research on how it affects businesses. Now, a new study reveals how sunny and snowy conditions influence consumer behavior. Those weather conditions trigger consumers to mentally visualize using products associated with the respective weather.
This leads to consumers placing a higher value on those products. That is, they’re willing to pay more money for them. But the correlation is only found with products related to being outside. How does this work? Researchers give the example of a beach towel. On a sunny day, consumers who see that product are not just looking at the towel itself, they are likely imagining themselves lying on the towel in the sun. This mental picture of using the towel increases the value of the product in the consumers’ mind.
Researchers put forward the following hypothesis to explain their findings. They think the mental picture works in sunshine and snow because these weather conditions have a positive association with outside activities. The effect is not seen with rainy weather. Researchers assert this is because there aren’t many activities that are enabled by rain. Most products associated with rain, like umbrellas, are only used for protection from the weather, and not for any activities. Researchers believe that companies that sell a wide array of products online can benefit most from the insights this study provides. Online sellers often use complex mathematical formulas to determine what products to feature and how to price these products. Incorporating more data about weather would allow them to make better decisions. This could bolster sales.
Questions 9 to 11 are based on the passage you have just heard.
9. What do we learn about the findings of the new study?
10. What does the passage say may increase the value of products for consumers?
11. How can the findings of the new study benefit online sellers according to the researchers?
选项
A、Consumers visualize their activities in different weather.
B、Good weather triggers consumers’ desire to go shopping.
C、Weather conditions influence consumers’ buying behavior.
D、Consumers’ mental states change with the prices of goods.
答案
C
解析
细节推断题。短文开头提到,一项新研究揭示了晴天或下雪天如何影响消费者的行为。因此答案为C)。根据短文内容可知,消费者会想象自己在特定天气中使用某种产品的情景,而不是想象自己在不同天气状况下的不同活动,故排除A)。
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