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  3. Picture this: You’re at a movie theater food stand loading up on snacks. You

Picture this: You’re at a movie theater food stand loading up on snacks. You

游客2023-06-22  31
问题    Picture this: You’re at a movie theater food stand loading up on snacks. You have a choice of a small, medium or large soda. The small is $ 3.50 and the large is $ 5.50. It’s a tough decision: The small size may not last you through the whole movie, but $ 5.50 for some sugary drink seems ridiculous. But there’s a third option, a medium soda for $ 5.25. Medium may be the perfect amount of soda for you, but the large is only a quarter more. If you’re like most people, you end up buying the large (and taking a bathroom break midshow).
   If you’re wondering who would buy the medium soda, the answer is almost no one. In fact, there’s a good chance the marketing department purposely priced the medium soda as a decoy (诱饵), making you more likely to buy the large soda rather than the small.
   I have written about this peculiarity in human nature before with my friend Dan Ariely, who studied this phenomenon extensively after noticing pricing for subscriptions (订阅) to The Economist. The digital subscription was $ 59, the print subscription was $ 125, and the print plus digital subscription was also $ 125. No one in their right mind would buy the print subscription when you could get digital as well for the same price, so why was it even an option? Ariely ran an experiment and found that when only the two "real" choices were offered, more people chose the less-expensive digital subscription. But the addition of the bad option made people much more likely to choose the more expensive print plus digital option.
   Brain scientists call this effect "asymmetric dominance" and it means that people gravitate toward the choice nearest a clearly inferior option. Marketing professors call it the decoy effect, which is certainly easier to remember. Lucky for consumers, almost no one in the business community understands it.
   The decoy effect works because of the way our brains assign value when making choices. Value is almost never absolute; rather, we decide an object’s value relative to our other choices. If more options are introduced, the value equation changes. [br] Why does the author ask us to imagine buying food in the movie theater?
选项 A、To illustrate people’s peculiar shopping behavior.
B、To illustrate the increasing variety of snacks there.
C、To show how hard it can be to choose a drink there.
D、To show how popular snacks are among movie fans.
答案 A
解析 推理判断题。定位段描写了一个场景：人们在电影院购买汽水时，一般都会选择比中杯稍贵的大杯；第二段接着分析中杯的汽水很可能是营销人员的诱饵，引诱你买大杯汽水；第三段提到作者和朋友对人性的这种独特性行为进行过研究。由此可知，作者让我们想象在电影院买食物是为了引出人们一种独特的购物行为，故答案为A)“以说明人们独特的购物行为”。
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