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. |
A.![]() | B.![]() |
C.![]() | D.![]() |
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 |
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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【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. |
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. |
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. |
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 |
【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. |
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. |
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. |
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 |
【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 |
A.Trying in shops and buying online. |
B.Showing products in a room. |
C.Buying something in a store. |
D.Shopping on the Internet. |
A.The lack of time. |
B.The comfort of the sofa. |
C.The lack of money. |
D.The security of the product. |
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. |
【推荐1】When it comes to going green, intention can be easier than action. Case in point: you decide to buy a T-shirt made from 100% organic cotton, because everyone knows that organic is better for Earth. And in some ways it is; in conventional cotton-farming, pesticides strip the soil of life. But that green label doesn’t tell the whole story. Or the possibility that the T-shirt may have been dyed using harsh industrial chemicals, which can pollute local groundwater. If you knew all that, would you still consider the T-shirt green?
It’s a question that most of us are ill equipped to answer, even as the debate over what is and isn’t green becomes all-important in a hot and crowded world.
But what if we could seamlessly calculate the full lifetime effect of our actions on the earth and on our bodies?
A.Would you still buy it? |
B.What if we could think ecologically? |
C.It’s going to have a radical impact on the way we do business. |
D.Ecological intelligence is ultimately about more than what we buy. |
E.Not just carbon footprints but social and biological footprints as well? |
F.But nothing in evolution has prepared us to understand the accumulative impact industrial chemicals may have on us. |
G.That’s because our ability to make complex products with complex supply chains has outpaced our ability to comprehend the consequences. |
【推荐2】The colours of beautiful feathers are often borrowed. Flamingos, for example, owe their pinkness to chemicals called carotenoids that are made by bacteria known (confusingly) as blue-green algae. The birds, when feeding, both ingest these bacteria directly and consume small crustaceans (甲壳纲动物) that themselves live on such bacteria、Blue-footed boobies obtain their eponymous colour similarly, via the fish they eat.
Carotenoids, though, are dual-use molecules. Besides giving these birds colours, they also help to stimulate the immune system. If a bird has some health issues, its immune system will thus use up some of its carotenoid stock defending against these interlopers, and its colour will suffer. If it is in good shape, by contrast, most of the carotenoids it consumes will be used to create colour. This is a difference that potential mates notice and act on, as dozens of experiments have proved. But a study just published in Naturwissenschaften has gone beyond these observations and shown that bright feather is also an indicator of a healthy digestive system.
Wild animals live in a world of constant food scarcity. Squeezing every last calorie and nutrient molecule from what they eat is crucial to their survival. Since carotenoids are obtained as part of this digestive process. Tuul Sepp of Arizona State University and her colleagues wondered if feather brilliance might therefore be a reliable signal of the efficiency with which a bird draws goodness from its food.
To assess that she turned to a test called the “acid steatocrit”. This involves collecting an animal’s faeces(排泄物) mixing them with perchloric acid to liberate the fat molecules within, centrifuging(使离心) the mixture and then measuring the thickness of the fatty layer which has accumulated at the top. The thinner this layer, the more efficiently the animal in question has been digesting any fats it has eaten. Since most carotenoids are bound to fatty molecules called lipoproteins, Dr Sepp reasoned that those birds which the test suggests are collecting fats efficiently from their food will also be brightly coloured.
To investigate this idea, she and her colleagues collected 36 male house finches—birds known for having brilliant red breasts. They photographed their captives and held them in cages for a short time, in order to collect some faeces from each. They then ran the images of the birds ‘breasts through a computer to analyse how red they were, and studied a sample of each bird’s faeces using the acid stratocrat test.
The result was that there is indeed a correlation between the brilliance of a bird’s breast and the efficiency of its fat digestion. If Dr Sepp’s computer can see this, it seems likely female house finches can, too—and will thus have yet another reason to pick the mates with the prettiest feathers.
1. By “The colours of beautiful feathers are often borrowed” the writer means that ________.A.the colour of birds’ feathers fades with age |
B.birds prefer to eat food that look colourful |
C.birds’ feathers get colour after they are born |
D.the colours of birds’ feathers are a sign of disease |
A.more carotenoid is consumed to create colour |
B.their immune system produces more carotenoid |
C.they are more likely to defend against certain disease |
D.their potential mates are more likely to see bright colours |
A.have a less strong digestive system |
B.appeal less to female house finches |
C.are more able to separate fatty molecules |
D.digest fat collected from food more efficiently |
A.Female birds choose mates based on their act. |
B.Birds with poor digestion are literally off colour. |
C.Faeces are a useful indicator of birds’ immune system. |
D.How efficiently birds process food remains to be studied. |
【推荐3】Self-driving vehicles will rely on cameras, sensors(传感器) and artificial intelligence (AI) to recognize and respond to road and traffic conditions, but sensing is the most effective for objects and movement in the neighborhood of the vehicle. Not everything important in a car’s environment will be caught by the vehicle’s camera. Another vehicle approaching at high speed on a collision (碰撞) track might not be visible until it’s too late. This is why vehicle-to-vehicle communication is undergoing rapid development. Our research shows that cars will need to be able to chat and cooperate on the road, although the technical challenges are considerable.
Applications for vehicle-to-vehicle communication range from vehicles driving together in a row, to safety messages about nearby emergency vehicles. Vehicles could alert each other to avoid collisions or share notices about passers-by and bicycles.
From as far as several hundred metres away, vehicles could exchange messages with one another or receive information from roadside units(RSUs)about nearby incidents or dangerous road conditions through 4G network. A high level of AI seems required for such vehicles, not only to self-drive from A to B, but also to react intelligently to messages received. Vehicles will need to plan, reason, strategize(制定策略) and adapt in the light of information received in real time and to carry out cooperative behaviours. For example, a group of autonomous vehicles might avoid a route together because of potential risks, or a vehicle could decide to drop someone off earlier due to messages received, a foreseen crowding ahead.
Further applications of vehicle-to-vehicle communication are still being researched, including how to perform cooperative behaviour.
1. What is the first paragraph mainly about?A.The reasons for the accidents by self-driving vehicles. |
B.The importance of artificial intelligence of self-driving vehicles. |
C.The reasons for developing communication between self-driving vehicles. |
D.The research about applications for self-driving vehicles. |
A.Alarm. | B.Blame. |
C.Ignore. | D.Govern. |
A.They recognize the vehicles on the road. |
B.They can improve bad road conditions. |
C.They take control of the passing vehicles. |
D.They serve as efficient information stations. |
A.Different kinds of vehicle communication. |
B.Importance of high level AI. |
C.Vehicle-to-vehicle communication. |
D.Ways to improve our communication with vehicles. |
【推荐1】There are breathing robots versed in “thousands of years of Buddhist breathing techniques” that claim to soothe you to sleep. Then there are weighted blankets that press around 10% of your body weight down as you take a nap. And there are apps, such as supermodel Natalia Vodianova's Loona, designed to create a "sleepscape" by combining visual and aural storytelling with relaxation-based activities such as colouring in. These are just some of the products at the heart of the “sleep aid revolution”.
Sleep occupies almost as much of the national conversation as weather—how much, when, how deep it is—and we are more than prepared to spend our money on more, and better, shut-eye.
In the past 12 months, sales of sleep-related products have soared. At John Lewis, silk pillowcase sales have increased by 533%. At weighted blankets company Mela, sales are up by 250%, while at Holland & Barrett sales of products in the sleep and relaxation category have grown by over 30% year-on-year.“ sleep” is the third most common unique search term for visitors to Neal's Yard Remedies' site.
But there are some dissenting voices. "The sleep-aid industry steps in, with claims that we're not sleeping because it's time for a new mattress, and offers us products to enable sleep," says Darian Leader, author of Why Can't We Sleep? “However," he points out, “what we are seeing is a depoliticizing of sleep - ignore the socio-economic burdens and internal pain that people face and see lack of sleep as a separate problem with a 'separate solution'."
The growing interest isn't limited to those suffering from diagnosable sleep issues—sleep has become a pillar of the wellness market and tracking it has become another symptom of the rise of the quantified self, a movement that sees people tracking their every step.
Sleep expert Dr. Neil Stanley distrusts the market: “It is a trick to scare everybody because nobody's going to make any money if you just go around saying 'it's common sense, you know how to sleep' .”
While rebutting any scientific evidence for many of the products, he admits that anything—a silk pillowcase, camomile tea, yoga or listening to Pink Floyd really loudly - could, in theory, help.
But, he says, many are overlooking the simple things. "You need three things for a good night's sleep: a bedroom that's comfortable, a relaxed body and a quiet mind ... you need to make space in your life for sleep.”
1. What does the underlined word “dissenting” probably mean?A.Approving | B.Opposed | C.Indifferent | D.Pessimistic |
A.A sleep problem is mainly caused by lack of a good mattress. |
B.Social and psychological factors should be taken into account. |
C.Social and psychological factors are more important than the physical setting. |
D.Manufacturers trick people into buying those sleep-related products. |
A.Sleep-related products meet a mixed reception among customers. |
B.Only people with sleep problems need sleep-related products. |
C.There is a trend that more people monitor their sleep situation. |
D.Darian and Dr. Neil hold contradictory opinions towards sleep-related products. |
A.To give a warning. | B.to provide a comment. | C.To express a concern. | D.To make a suggestion. |
【推荐2】In the first days of space exploration, one concern was the possibility that astronauts or spacecraft might be hit by meteoroids. Scientists calculated that this possibility was extremely small because meteoroids are rare. Astronauts and spacecraft, on the other hand, would almost certainly encounter space debris, which poses a greater threat.
However, in the 60 years since the beginning of space exploration, large quantities of human-made orbital debris have accumulated. Much of the debris consists of satellites that have stopped functioning or rocket booster sections that separated from the main spacecraft. Some of the debris consists of items lost by astronauts. Still more of the debris is the result of collisions. such as when one satellite collides with another or with a large piece of debris.
NASA estimates there are millions of debris particles that are too small to be tracked. These circle Earth at a speed of up to 17, 500 miles per hour, making even the smallest particles dangerous. One scientist calculated that a chip of paint hitting the window of a spacecraft at orbital speeds will hit with the same amount of force as a bowling ball traveling at 60 mph. Such an impact occurred on the space shuttle Challenger's second flight.
Larger objects are even more dangerous, but they can be monitored and avoided. Many satellites have the ability to adjust their course slightly and can be remotely directed to avoid collisions with larger objects that would damage or destroy the satellites. NASA and the European Space Agency (ESA) have departments dedicated to cataloging, modeling, and predicting the movements of space debris.
To avoid adding to the amount of debris, obsolete satellites may need to be able to take themselves out of orbit as their usefulness comes to an end. Until a way to remove these remains is implemented. however. those 500, 000 pieces of large fragments, along with the millions of smaller pieces, will continue to orbit Earth.
1. According to the text, which of the following statements is TRUE?A.Up to now, there is still no efficient way to clean the space debris. |
B.Satellites should be monitored more to avoid being hit by space debris. |
C.Most of the space debris consists of satellites that have stopped functioning. |
D.To decrease space debris, the number of the satellites sent to space should be controlled. |
A.Problems caused by old satellites and equipment. |
B.Better tracking of the space debris that is orbiting Earth. |
C.The types of space debris that is causing problems. |
D.Why space exploration was carried out in the beginning. |
A.private. | B.artificial |
C.useful | D.outdated. |
【推荐3】News anchors(主播) must have been reluctant to read out the following news: Xin Xiaomeng began working as the world’s first female artificial(人工的) intelligence news anchor at Xinhua News Agency on Sunday, three months after a male robot joined the profession.
Unlike previous news robots though, Xin does not read news like a cold machine; she reads it almost like a human being. The muscles on her face stretch and relax — and her reactions change as she continues reading. That’s why many news anchors were worried: Will AI replace us in the near future?
To find the answer, we have to analyze the technologies that support Xin at her job. Three key technologies are used to support Xin. First, samples of human voices are collected and synthesized (合成). This is followed by the collection and synthesis of human muscle movement samples. And third the voices and movements are married in a way that when the AI news anchor reads, the micro- electric motors behind her face move to make her expressions seem more human.
Yet we need a thorough knowledge of deep learning technology to make a robot imitate a person’s voice. The developer needs to collect tens of thousands of pieces of pronunciations, input them into the machine and match them with the text for the AI to learn and read. The process for imitating facial movements is similar. The developer has to analyze the movements of the 53 muscles in the human face, make a model set from the collected data for the AI news anchor to learn, and imitate the movements of facial muscles via programs
Both the technologies used to make Xin’s performance impressive are mature. The real difficulty lies in the third — the technology to match the pronunciations with facial movements so that Xin’s expressions vary according to the content of the news report. In fact, Xin’s expressions don’t always change according to the content. As a result, her expressions look anything but human. Actually, AI is still no match for human qualities.
1. What does the underlined word “reluctant” in the first paragraph mean?A.Delighted | B.Unwilling |
C.Confused | D.Optimistic |
A.They read news without expressions. | B.They looked like a human being. |
C.They could interview sports stars. | D.They could interact with audience. |
A.human news anchors should learn from AI anchors to save their jobs |
B.Al anchors perform much better than human news anchors at present |
C.Al news anchors won’t replace human news anchors in the near future |
D.Xin Xiaomeng’s expressions vary so naturally that they are true to life |