A. equal B. double C. subject D. deal E. remarkably
F. supposedly G. draw H. assume I. exploit J. arithmetic K. fox
When retailers want to tempt customers to buying a particular product, they typically offer it at a discount. According to a new study to be published in the Journal of Marketing, they are missing something.
A team of researchers, led by Akshay Rao of the University of Minnesota's Carlson School of Management looked at consumers' attitudes to discounting. Shoppers, they found, much prefer getting something extra free to getting something cheaper. The main reason is that most people are useless at __41__.
Consumers often struggle to realize, for example, that a 50% increase in quantity is the same as a 33% discount in price. They overwhelmingly __42__ the former is better value. In an experiment the researchers sold 73% more hand lotion when it was offered in a bonus pack than when it carried an equivalent discount.
This numerical blind spot remains even when the __43__ clearly favours the discounted product. In another experiment, this time on his undergraduates, Mr. Rao offered two options of loose coffee beans: 33% extra free or 33% off the price. The discount is by far the better proposition but the __44__ clever students viewed them as equivalent.
Studies have shown other ways in which retailers can __45__consumers' innumeracy. One is to confuse them with __46__ discounting. People are more likely to see a bargain in a product that has been reduced by 20%, and then by an additional 25%, than one which has been __47__ to an equivalent, one-off, 40% reduction.
Marketing types can __48__ lessons beyond just pricing, says Mr. Rao. When advertising a new car's efficiency, for example, it is more convincing to talk about the number of extra miles per gallon it does, rather than the equivalent percentage fall in fuel consumption.
There may be lessons for regulators, too. Even well-educated shoppers are easy to __49__. Sending everyone back to school for maths refresher-courses seems out of the question. But more __50__displayed unit prices in shops and advertisements would be a great help.
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Some people believe that greed and selfishness has become the basis of modern society, and we should return to the old traditions of family and community then we will have a better life. To what extent do you agree or disagree with the above opinion?
In this fast-paced world, many values are undergoing major changes. While people traditionally prioritize caring, sharing and generosity in life and work, modern people seem to be more self-absorbed and self-concerned.
Modern people act selfishly to survive the harsh competition of life. They say that it is a jungle out there. To survive, you have to fight with whatever means that come handy. Obviously greedy and selfishness go perfectly well with such ideas. In a company, employees do everything they can to get better pay and higher position, even at the cost of colleagues. We are in any way advocating any selfish conduct. It is just that people are pressured to act in a certain way due to outside influences.
In spite of common practice, it is hard to conclude that modern society is built on greed and selfishness, both of which are not newly invented vocabulary. In ancient times people also did greedy and selfish things though such behaviors were more condemned then. But we can not ignore the fact that people in the past lived a relatively more isolated life and faced less pressure compared with their modern counterparts.
Are we happier to share with others and be generous to them? There is no fixed answer either. Some people take great pleasure helping and giving to others while others feel happy doing the opposite. But I personally think that people should not be too selfish. Caring for others can actually encourage the development of a mutually beneficial relationship.
In conclusion, modern people appear to be more self-centered than those in the past due to strong outside pressure. However, we should encourage people to know the importance of being caring and generous and to build a mutually beneficial relationship with others.
Are Modern People Becoming More Selfish?
Main comparisons | Contexts |
__76__ are changing | In the past people put caring, sharing and generosity in the first ___77____. |
Nowadays, people seem to be more ____78____about themselves. | |
___79___are changing too. | People in the past appeared to be modest and self-effacing(谦让的). |
People may strive to achieve their own __80___ at the price of their coworkers. | |
The author’s understanding | |
___81____ for the changes in author’s eyes | Fierce __82___ and great __83___on modern people may be responsible for the changes. |
The author’s ___84____towards topic | A relationship which can ___85___ two sides should be established. |