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题型:阅读理解-阅读单选 难度:0.4 引用次数:392 题号:18998757

More and more online shopping platforms now offer consumers a detailed look into products’ historical prices. But how does this information influence buying decisions?

To explore this question, we conducted a series of experiments with a total of more than 5,000 business school students and working adults. We measured the impact of different kinds of price shifts on people’s interest in purchasing products and identified several consistent trends:

First, when consumers saw that the price today was lower than it had been in the past, they were more likely to buy now, because the current price seemed like a good deal.

However, the picture gets more complicated when you consider the frequency of historical price shifts: In our studies, we found that if consumers were shown at least three changes in the same direction, they were likely to assume the price would continue to move in the same direction. While if they were only shown one or two changes in the same direction, they expected the price to change in the opposite direction.

So what does this mean for sellers? It may be tempting to slowly lower the price over time. However, our data shows that this can lead consumers to assume that the price will continue to fall, making them hesitant to buy. But if they just see a single price drop, they ‘re more likely to expect a reversal in the near future, pushing them to buy the product now.

Our findings can also help buyers make more informed decisions about whether and when they choose to make a purchase. As with any irrational bias (非理性的偏见), awareness of the natural tendency to expect trends to continue and single large changes to reverse can help consumers question this assumption before acting on it. Instead of letting this arbitrary (武断的) expectation guide buying decisions, consumers may benefit by doing a bit more research around the underlying factors driving price shifts. Buyers may also benefit from learning more about a product’s longer-term price history, fluctuations (波动), and typical industry-wide price ranges, to avoid being disproportionately influenced by near-term price changes. It’s also always a good idea to think about both how urgent your need for a given product is, and your own risk tolerance for a potential price increase, as this can affect whether it’s worth it for you to wait and see if the price falls.

Of course, there are countless factors that influence both consumers’ decisions around whether and when to buy and sellers’ decisions around how to price their products. But it’s important for both sides to recognize the key role that expectations play in influencing these decisions.

1. Which of the following is true about the experiment?
A.It proves that people’s interest in the product drives the purchasing behavior.
B.E-commerce platforms turn to it to connect with customers and boost sales.
C.It’s designed to figure out the purchasing decision process based on pricing.
D.Business school students make up the whole control group for comparison.
2. Which of the following price trends might tempt consumers to buy on May 8th?
A.B.
C.D.
3. Consumers are advised to      .
A.decide on the assumptions that long-term price trend will continue
B.research longer-term price history, price ranges and hidden factors
C.put off the purchase for better deals because of the unsustainable market
D.cooperate with sellers while putting aside the personal risk and urgency
4. What does the passage mainly talk about?
A.How do price changes influence buying decisions?
B.Why should products’ historical prices be shown?
C.When is the best time for consumers to purchase?
D.What do businesses need to price their products?

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阅读理解-阅读单选(约350词) | 较难 (0.4)

【推荐1】Chinese consumers’ crazy appetite for luxury goods and services appears unstoppable, with just 2 percent of the Chinese population responsible for one-third of the world’s luxury items.

As China’s economic miracle develops, the market opportunities for all sorts of luxury goods and services are increasing. Luxury consumption in China now extends ways beyond well-known car, clothing and jewelry brands. For example, the luxury jet market in China is the fastest-growing in the world, even outstripping that of the United States, with a market share of 25 percent. This trend appears to continue, with 20 to 30 percent growth expected in China, compared with only 2 to 3 percent in the US. But more importantly, China’s luxury jet market growth represents a major development in the private consumption of luxury items.

China’s high-quality red wine market also provides evidence of the growth in private consumption of luxury goods. In 2013, China became the largest market for red wine in the world, even overtaking France, with l.86 billion bottles consumed in China last year. Over the past five years, China’s red wine consumption has grown 136 percent.

According to my ongoing consumer research in this area while working at the University of International Business and Economics in Beijing, public consumption of such expensive global luxury brands such as Prada and Armani is easily explained by the desire to “gain face” and publicly display social climbing through material possessions. On the other hand, it is “self-reward” that lies behind consumer motivation in this area. Chinese consumers who have experienced rapid financial and economic gains appear particularly prone to the need to reward themselves for their success. But this has little to do with ”gaining face” and impressing others and much more to do with the need for personal contentment.

Finally, the growth in private luxury consumption in China is set to continue in part due to the maturity of the Chinese consumer and advancement of Chinese consumer culture generally.

1. What do you think the author would most probably be?
A.A news reporter.B.An accountant.
C.A professor.D.A conductor.
2. What can we learn from Paragraphs 2 and 3?
A.China’s luxury jet market growth is only 2% to 3%.
B.France was once the largest market for red wine in the world before 2013.
C.The luxury jet market in the US shares 25% of the jet consumption in the world.
D.China’s red wine consumption has increased to 1.86 billion bottles since 2013.
3. The main idea of the fourth paragraph is______.
A.public consumption of global luxury brands is increasing.
B.Chinese consumers have experienced rapid financial and economic gains.
C.Chinese consumers enjoy “gain face” and “self-reward”.
D.the reason why Chinese consumers are fond of the global luxury goods.
4. What can be the best title for the passage?
A.Future Private Luxury Consumption in China
B.Chinese Appetite for Luxury Goods and Services
C.The Potential Luxury Jet Market in China
D.The Maturity of the Chinese Consumers
2020-03-04更新 | 101次组卷
阅读理解-阅读单选(约350词) | 较难 (0.4)
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文章大意:本文是一篇议论文。文章认为减少消费比绿色消费更加环保,选择减少消费不仅对地球有益,而且可以提升个人的幸福感。

【推荐2】With greater climate disasters lying ahead, it is natural for us to make every effort to stop a series of floods, unusual snowstorms, and alarming reports from scientists. For many of us, part of that means running out to buy reusable drinking tubes, organic cleaners, and packaging-free products.

However, before you are joyful of your “green” purchases, take a second to consider a principle that should be obvious: simply consuming less is better for the planet. After all, every new item a factory pumps out requires some resources to produce. But in the confusing stream of environmental news, this simple truth can get lost. Take plastic bag bans for instance. If your city is getting rid of single-use shopping bags, it can be tempting to pay for that fashionable organic cotton bag hanging in the check-outline of supermarkets. However, experts who have analyzed the data on environmental impact insist that growing cotton is actually no better for the Earth than producing the conventional plastic bag. Any bag you already own is your best bet for carrying your groceries if you care about sustainability.

It is not just the Earth that will be happier if you buy less. You will feel more contented too. There is a common view that green buying patterns mean people are going green. However, it doesn’t seem to be that way. Reduced consumption has positive effects on increased well-being, but you don’t see that with “green” consumption.

Many studies have shown that materialism in general makes us unhappy and lonely. It is perfectly possible to be a materialist and an environmentalist at the same time. Lusting (欲望) for every new “green” product on the market might make you feel good about yourself but it presents the same emotional traps as lusting for whatever the Joneses next door are buying. If you relieve yourself of that burden of ownership, most people report feeling a lot better and freer.

1. What is the function of Paragraph 1?
A.To introduce the topic.
B.To send a warning.
C.To offer practical advice.
D.To advocate green purchases.
2. Why does the author mention “plastic bag ban”?
A.To promote cotton bags.
B.To call for less consumption.
C.To ban the using of plastic bags.
D.To reveal the harm of using plastic bags.
3. What do many people believe according to the text?
A.Buying less does benefit to the Earth.
B.Green consumption increases well-being.
C.Buying green indicates a green awareness.
D.Being green gives rise to more consumption.
4. What’s the best title for the text?
A.Green Products Win Popularity
B.Don’t Be Lost in Environmental Passion
C.Buying Green Is Never a Final Solution
D.Buying Less Beats Buying Green
2023-05-17更新 | 216次组卷
阅读理解-阅读单选(约330词) | 较难 (0.4)
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【推荐3】Do you like shopping? Or does the thought of wandering round the shops fill you with terror? For some of us, shopping is an enjoyable way of spending our spare time and our money. For me, it’s something I would rather avoid. Thank goodness for the Internet! It’s more convenient to buy CDs, electrical items, and even food from the comfort of your sofa. But that’s not the only reason: price is an important factor. We can buy goods and services cheaper online. But sometimes the problem is knowing what to buy. This has led to a type of shopping called “showrooming”.

Showrooming is something I’ve done. I will go to a shop to see, touch and try out products but then go home and buy them online at a knock-down price. I’m not alone in doing this. Research by a company called Foolproof found 24% of the people showroomed at Christmas in 2013.

Amy Cashman, Head of Technology at TNS UK, says the reasons for this new shopping habit are that people are lacking time, lacking money and they want security about the products they are buying. She explains that consumers are not only shopping online at home but they are using the Internet in store or on their smart phones to shop around.

But does this mean technology will kill shops? Certainly shops will change. They will have to offer more competitive prices or encourage people to buy more by giving in-store discounts or free gifts.

We mustn’t forget that buying in a shop means you can get expert advice from the sales assistant and you can get good aftercare. It’s good to speak to a real human rather than look at a faceless computer screen, but at least by showrooming, you get the best of both worlds.

1. The two questions in Paragraph 1 are raised to ________.
A.introduce the topic
B.give two examples
C.compare different opinions
D.get answers from readers
2. What does showrooming mean in the text?
A.Trying in shops and buying online.
B.Showing products in a room.
C.Buying something in a store.
D.Shopping on the Internet.
3. According to Amy Cashman, which is NOT the reason for showrooming?
A.The lack of time.
B.The comfort of the sofa.
C.The lack of money.
D.The security of the product.
4. What can be inferred from Paragraph 4?
A.Online shops will disappear.
B.Free gifts will surely promote sales.
C.Shops need necessary changes.
D.Shops will be replaced by online shops.
2017-11-10更新 | 111次组卷
共计 平均难度:一般