評(píng)論
打印
Passage One
短文一
Weather is a constant force in our lives, but there is little marketing research on how it affects businesses.
在我們的生活中，天氣是恒常存在的力量，但幾乎沒有關(guān)于它如何影響企業(yè)的營(yíng)銷研究。
Now, a new study reveals how sunny and snowy conditions influence consumer behavior.
如今，一項(xiàng)新研 究揭示了晴天和雪天是如何影響消費(fèi)者行為的。
Those weather conditions trigger consumers to mentally visualize using products associated with the respective weather.
這些天氣情況促使消費(fèi)者在腦海中設(shè)想使用與各自天氣相關(guān)的產(chǎn)品。
This leads to consumers placing a higher value on those products.
這導(dǎo)致消費(fèi)者對(duì)這些產(chǎn)品賦予更高的價(jià)值。
That is, they 're willing to pay more money for them.
也就是說，他們?cè)敢饣ǜ嗟腻X購(gòu)買這些產(chǎn)品。
But the correlation is only found with products related to being outside.
但這種相關(guān)性僅見于與戶外相關(guān)的產(chǎn)品。
How does this work? Researchers give the example of a beach towel.
這種影響是如何起作用的呢？研究人員舉了沙灘巾的例子。
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.
在晴天，看見沙灘巾的消費(fèi)者并不僅僅只是盯著這一產(chǎn)品本身，還可能正想象自己躺在上面，沐浴在陽(yáng)光里。
This mental picture of using the towel increases the value of the product in the consumers' mind.
在腦海中構(gòu)想使用沙灘巾的畫面會(huì)提升這一產(chǎn)品在消費(fèi)者心目中的價(jià)值。
Researchers put forward the following hypothesis to explain their findings.
研究人員提出了以下假設(shè)來解釋其研究發(fā)現(xiàn)。
They think the mental picture works in sunshine and snow because these weather conditions have a positive association with outside activities.
他們認(rèn)為，腦海中的畫面之所以在晴天和雪天起作用，是因?yàn)檫@些天氣情況與戶外活動(dòng)呈正相關(guān)。
The effect is not seen with rainy weather.
雨天則看不到這種影響。
Researchers assert this is because there aren't many activities that are enabled by rain.
研究人員斷言，這是因?yàn)橛晏齑俪傻幕顒?dòng)不多。
Most products associated with rain, like umbrellas, are only used for protection from the weather, and not for any activities.
大多數(shù)與雨天相關(guān)的產(chǎn)品（比如雨傘）僅用于擋雨，而不用于任何活動(dòng)。
Researchers believe that companies that sell a wide array of products online can benefit most from the insights this study provides.
研究人員認(rèn)為，在網(wǎng)上銷售各類產(chǎn)品的公司能從這項(xiàng)研究提供的洞見中獲益最多。
Online sellers often use complex mathematical formulas to determine what products to feature and how to price these products.
線上商家通常利用復(fù)雜的數(shù)學(xué)公式來決定要主推何種產(chǎn)品及如何定價(jià)。
Incorporating more data about weather would allow them to make better decisions.
納入更多與天氣相關(guān)的數(shù)據(jù)能使他們作出更好的決策。
This could bolster sales.
這可能會(huì)推動(dòng)銷量。
Questions 9 to 11 are based on the passage you have just heard.
請(qǐng)根據(jù)你剛聽到的文章回答9到11題。
Question 9: What do we learn about the findings of the new study?
問題9:關(guān)于這項(xiàng)新研究的發(fā)現(xiàn)，我們了解到了什么?
Question 10: What does the passage say may increase the value of products for consumers?
問題10:文章說什么可以增加產(chǎn)品對(duì)消費(fèi)者的價(jià)值?
Question 11: How can the findings of the new study benefit online sellers according to the researchers?
問題11:根據(jù)研究人員的說法，這項(xiàng)新研究的發(fā)現(xiàn)對(duì)在線賣家有什么好處?
