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  3. When shopkeepers want to lure customers into buying a particular product, th

When shopkeepers want to lure customers into buying a particular product, th

游客2024-10-06  49
问题     When shopkeepers want to lure customers into buying a particular product, they typically offer it at a discount. According to a new study to be published in the Journal of Marketing, they are(1)_____ a trick.
    A team of researchers, led by Akshay Rao of University of Minnesota, looked at consumers’ (2)_____ to discounting. Shoppers, they found, much prefer getting something extra free to getting something cheaper. The main reason is that most people are(3)_____ at fractions.
    Consumers often struggle to realise,(4)_____, that a 50% increase in(5)_____ is the same as a 33% discount in price. They(6)_____ assume the former is better value. In an experiment, the researchers sold 73% more hand lotion when it was offered in a(7)_____ pack than when it carried an equivalent discount.
    This numerical blind(8)_____remains even when the deal(9)_____ favours the discounted product. In another experiment, this time on his undergraduates, Mr. Rao offered two deals on loose coffee beans: 33% extra free or 33%(10)_____ the price. The discount is(11)_____ the better proposition, but the experiment shows the supposedly clever students viewed them(12)_____ equivalent.
    Marketing types can draw lessons(13)_____ just pricing, says Mr. Rao. When advertising a new car’s efficiency, for example, it is more(14)_____ to talk about the number of extra miles per gallon it does,(15)_____ the equivalent percentage fall in fuel(16)_____.
    There may be lessons for officials(17)_____ regulate prices too. Even well-educated shoppers are easily(18)_____. Sending everyone back to school for math seems out of the question.(19)_____ more prominently displayed unit prices in shops and advertisements would be a great(20)_____. [br] (14)
选项 A、professional
B、accurate
C、convincing
D、difficult
答案 C
解析 本句具体举例说明如何宣传新车的功率，空格后对两种不同的方法进行了比较。前者是直观的公里数，后者是燃油消耗百分比。因此前者会更convincing“令人信服的”。professional“专业的”；accurate“准确的”；difficult“困难的”。
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