一个多世纪以来，来自不同背景的人们共同努力，帮助实现顾拜旦的梦想。
1. 反思
2. 坚持到底，熬到最后
3. 与……完全相同
4. 吃一顿丰盛的早餐
5. 在桌边就座
6. 有强壮的身体素质
7. 不同种族的人
8. 在奖牌榜位列第一
1. 让...恢复生机
2. 遵守竞技规则
3. 每四年
4. 消失，灭绝
5. 对未来有信心
6. 值得赞扬
7. 在...中大受欢迎
8. 进入公众视线
9. 生育，使诞生;导致
10. 为人类建立一个更美好的未来
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10 . Amazon sometimes makes us check a box to save money. Those orange “coupon” (优惠券) banners below the price on Amazon’s online store are confusing. Why does Amazon make through the extra step of clicking a box to “save $2 when you apply this coupon?” Why doesn’t the coupon just apply automatically?
The answer lies in the subtle but highly effective way Amazon and other stores use shopping psychology to influence our buying decisions. By making us click a box, Amazon hopes to avoid the “cart abandonment” problem—when shoppers add something to their virtual shopping cart but don’t end up buying it.
That’s a big challenge for online retailers. They miss out on billions of dollars of potential sales annually because of shoppers thinking twice about buying a product. Around 70% of online shopping carts containing at least one item are eventually abandoned, according to the Baymard Institute, an e-commerce consultancy based in Copenhagen.
The top reason customers walk away: They say they were just browsing and weren’t ready to make a purchase. So companies look for persuasion tactics (策略) to get shoppers to follow through and click the “buy” button. Amazon’s tactic to display a coupon option, instead of just automatically showing a discounted price, gives shoppers an extra incentive (动机) to make the purchase right away, say marketing experts.
Customers also want to be rewarded for the effort they put in to shop. It may not feel like much to click a box—but it does make a difference. Amazon’s coupon box puts customers in a more active and engaged role in landing a reward, making it more visceral (发自内心的) for them, said Tamara Masters, an assistant professor of marketing at the University of Utah’s David Eccles School of Business, who studies shopping psychology.
“By consciously seeing and clicking on the coupon box, instead of just having the coupon applied automatically the reward can be felt more acutely,” Masters said. That’s a benefit to Amazon in the long run. “When a consumer feels rewarded after making an effort to purchase something, they are more willing to buy and more willing to pay,” she added.
The coupon box is just one of the ways Amazon targets shoppers looking for bargains. Amazon also has a standalone page on its website for coupons on select brands. If shoppers go to the page, they can clip the coupons virtually and don’t have to take the extra step of checking a box.
This approach is designed to reach the shoppers who will shop exclusively based on which brands are offering coupons, which are different than products on sale, price promotions or discounts.
1. Why does Amazon apply the coupon box to help customers save money?| A．To avoid the abandonment of coupons. |
| B．To ensure customers make wise choices. |
| C．To increase customers’ chance of buying. |
| D．To recommend good products to customers. |
| A．Their effort to get a reward. | B．Their expectations of price. |
| C．Their curiosity about the reward. | D．Their desire to make a difference. |
| A．It is a losing bat in the long term. | B．It can provide much convenience |
| C．It might cause consumers complaints. | D．It’s a reliable way to encourage purchase. |
| A．It will save shoppers’ time to check a box. |
| B．It persuades select brands to offer coupons. |
| C．It tries various means to target different shoppers. |
| D．It plans to reduce unfair competition among brands. |
