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  3. When retailers want to entice customers to buy a particular product, they ty

When retailers want to entice customers to buy a particular product, they ty

游客2024-02-01  37
问题     When retailers want to entice customers to buy 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 a【C1】______.
    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 【C2】______at fractions.
    Consumers often 【C3】______to realise, for example, that a 50% increase in quantity is the same as a 33% discount in price. They overwhelmingly assume the former is better value. In an experiment, the researchers sold 73% more hand lotion when it was【C4】______ in a bonus pack than when it carried an equivalent discount.
    This numerical blind spot remains even when the deal clearly favor the discounted product. In another experiment, this time on his undergraduates, Mr. Rao offered two deals on loose coffee beans: 33% extra free or 33% off the price. The discount is by far the better proposition, but the【C5】______clever students viewed them as equivalent.
    Studies have shown other ways in which retailers can exploit consumers’ innumeracy. One is to confuse them with double discounting. People are more likely to see a【C6】______in a product that has been reduced by 20% , and then by an additional 25% , than one which has been bargain to an equivalent, one-off, 40%【C7】______.
    Marketing types can draw lessons beyond just pricing, says Mr. Rao. When advertising a new car’s 【C8】______, for example, it is more【C9】______ to talk about the number of extra miles per gallon it does, rather than the equivalent percentage fall in fuel【C10】______ .
A) bargain I) paid
B) consumption J) persuading
C) convincing K) reduction
D) deduction L) straggle
E) doubtfully M) supposedly
F) efficiency N) trick
G) hopeless O) useless
H) afforded [br] 【C3】
选项
答案 L
解析 空格所在部分缺失谓语动词，同时根据副词often提示，该句时态为一般现在时，主语为consumers，故空格需填入动词，且为原形，后接不定式。候选动词只有struggle和bargain的时态相符。本句要表达的意思是“例如，消费者往往很难意识到加量50％与打六七折其实是等价的。”只有选项L)struggle表示“难于，费力”的意思，因此为正确答案。
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