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题型:阅读理解-阅读单选 难度:0.65 引用次数:172 题号:15094073

Ingvar Kamprad, who started IKEA as a teenager, died at the age of 91. He built one of the world’s biggest furniture companies.

There are two aspects of modern life that we have IKEA to thank for: flat-pack (平板包装) furniture and a hop layout.

IKEA first brought out its flat-pack furniture in the 1950s. Whether you love or hate this concept, it was a stroke of genius and an effective way of making the masses value the brand. Obvious aspects of it are cost-efficiency and the practicality of shipping.

When IKEA made the switch away from selling furniture that was already assembled, it was most likely unaware of how it would influence its consumers. Yet scientists have since managed to explain why consumers simply can’t get enough of building their own furniture. The simple act of touching products can increase your overall perceived (感知到的) value of the product. Couple this with the fact that the more effort a consumer has put into building something the more they like it.

Tests have shown that the actual act of putting something together (even though here may be sweat and tears involved) so that it becomes a complete object produces a much more favorable perception of that object than one would get from purchasing it in a complete form. The phenomenon is known as the IKEA effect. This effect is further improved by the fact that touch itself is related to emotion. This means that when we touch something the emotive part of our brain is activated so that we experience a close connection with the product emotionally. Thus, the happy assembler of that flat pack will, once finished, feel proud of their achievement and experience feelings of being closely connected to the item.

The layout of the IKEA store has also paved the way for a more creative way of thinking about how to guide customer. If you have ever visited one of its huge warehouse (仓库) stores, you may have gone in thinking you were going to buy a few items, only to find yourself coming out of the store with a shopping cart full of things. This is because of its circular design and one-way system. This design means you often can’t see what is coming next and fear you will miss something if you don’t continue all the way along the path.

IKEA’s creative ability to tap into the unconsciousness of consumer is undoubtedly a big part of its success—and also why it’s been copied by many other companies. Even though Ingvar Kamprad is no longer with us, IKEA has inherited from him a spirit of thinking outside the box to communicate with consumers. It will be interesting to see what follows next.

1. What can we learn about Ingvar Kamprad?
A.He preferred to sell furniture rather than produce it.
B.He set up IKEA with the help of a couple of psychologists.
C.He was aware that his ideas would influence customers and other companies.
D.His idea of flat-pack furniture has made his company popular with the public.
2. The underlined word “assembled” in Paragraph 4 most probably means “______”.
A.packed upB.ordered beforehand
C.fit togetherD.torn apart
3. What’s the special feature of the IKEA stores in design?
A.Flat-packed products.B.Large-sized layout.
C.Free-accessed shopping.D.Round-shaped route.
4. The layout of the IKEA stores is aimed to ______.
A.meet people’s needsB.promote its own sales
C.catch others’ imaginationD.improve the shopping experience
【知识点】 科普知识 说明文

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