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

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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] (7)

选项 A、bonus
B、bubble
C、single
D、big

答案 A

解析 bonus可指购物时额外的赠品，与上文的getting something extra free相符，故正确。bubble“泡沫”；single“单个的”；big“大的”。

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