Consumers expect to find the brand available at a ________ and are unpleasantly surpri

What is consumers’ expectation？ (More than one answer)

A.They expect their digital experience to be more human and empathic

B.They expect their digital experience to surprise them.

C.They expect their digital experience to allow for interactivity.

D.They expect their digital experience to save money.

A scientist who wants to predict the way in which consumers(消费者) will spend their money must study consumer behavior. He must obtain data both on the resources of consumers and on the motives that tend to encourage or discourage money spending.

If an economist were asked which of three groups borrow most—people with rising incomes, stable incomes, or 'decreasing incomes—he would probably answer, those with decreasing incomes. Actually, in the years 1947~1950, the answer was: people with rising incomes. People with decreasing incomes were next and people with stable incomes borrowed the least. This shows us that traditional assumptions(假设) about earning and spending are not always reliable. Another traditional assumption is that if people who have money expect prices to go up they will hasten to buy. If they expect prices to go down, they will postpone buying. But research surveys have shown that this is not always true. The expectations of price increases may not stimulate buying. One typical attitude was expressed by the wife of a mechanic in an interview at a time of rising prices. "In a few months", she said, "we'll have to pay more for meat and milk; we'll have less to spend on other things". Her family had been planning to buy a new car but they postponed this purchase. Furthermore, the rise in prices that has already taken place may be disliked and buyers' resistance may be produced. This is shown by the following typical comment; "I just don't pay these prices; they are too high".

The investigations mentioned above were carried out in America; condition most helpful to spending appears to be price stability. If prices have been stable and people consider that they are reasonable, they are likely to buy. Thus, it appears that the common business policy of maintaining stable prices is based on a correct understanding of consumer psychology(心理学).

According to the passage, if one wants to predict the way people spend their money, he should______.

A．rely on traditional assumptions about earning and spending

B．try to encourage or discourage consumers to spend money

C．carry out investigations on consumer behavior. and get data of consumers incomes and money spending motives

D．do researches in consumer psychology in a laboratory

A scientist who wants to predict the way in which consumers (消费者) will spend their money must study consumer behavior. He must obtain data both on the resources of consumers and on the motives that tend to encourage or discourage money spending.

(3) If an economist were asked which of three groups borrow most--people with rising incomes, stable incomes, or decreasing incomes, his probable answer would be those with decreasing incomes. Actually, in the years 1947-1950, the answer was people with rising incomes. People with decreasing incomes were next and people with stable incomes borrowed the least. This shows us that traditional assumptions (假设) about earning and spending are not always reliable. Another traditional assumption is that if people who have money expect prices to go up they will hasten to buy. If they expect prices to go down, they will postpone buying. But research surveys have shown that this is not always true. The expectations of price increases may not stimulate buying. One typical attitude was expressed by the wife of a mechanic in an interview at a time of rising prices. "In a few months," she said, "we'll have to pay more for meat and milk; we'll have less to spend on other things. "Her family had been planning to buy a new car but they postponed this purchase. Furthermore, the rise in prices that has already taken place may be disliked and buyer's resistance may be produced. This is shown by the following typical comment. "I just don't pay these prices; they are too high."

The investigations mentioned above were carried out in America. The condition most helpful to spending appears to be price stability. If prices have been stable and people consider that they are reasonable, they are likely to buy. Thus, it appears that the common business policy of maintaining stable prices is based on a correct understanding of consumer psychology (心理学).

According to the passage, if one wants to predict the way consumers will spend their money, he should______.

A．rely on traditional assumptions about earning and spending

B．try to encourage or discourage consumers from spending money

C．carry out investigations on consumer behavior. and get data on consumers' in-comes and money spending motives

D．do researches in consumer psychology in a laboratory

_ a temporary and mild positive or negative feeling that is generalized and not tied 【B2】______ any particular circumstance. Moods should be 【B3】______ from emotions which are usually more intense, 【B4】______ to specific circumstances, and often conscious. 【B5】______ one sense, the effect of a consumer's mood can be thought of in 【B6】______ the same way as can our reactions to the 【B7】______ of our friends -- when our friends are happy and "up", that tends to influence us positively, 【B8】______ when they are "down", that can have a 【B9】______ impact on us. Similarly, consumers operating under a 【B10】______ mood state tend to react to stimuli (刺激因素) in a direction 【B11】______ with that mood state. Thus, for example, we should expect to see 【B12】______ in a positive mood state evaluate products in more of a 【B13】______ manner than they would when not in such a state. 【B14】______ , mood states appear capable of 【B15】______ a consumer's memory.

Moods appear to be 【B16】______ influenced by marketing techniques. For example, the rhythm, pitch, and 【B17】______ of music has been shown to influence behavior. such as the 【B18】______ of time spent in supermarkets or 【B19】______ to purchase products. In addition, advertising can influence consumers' moods which, in 【B20】______ , are capable of influencing consumers' reactions to products.

【B1】

A．as

B．about

C．by

D．with

hich consumers will spend their money must study consumer behavior. He must obtain data both on the resources of consumers and on the motives that tend to encourage or discourage money spending.

If an economist were asked which of three groups borrow must people with rising incomes, stable incomes, or declining incomes—he would probably answer: those with declining incomes. Actually, in the years 1947 -1950, the answer was: people with rising incomes. People with declining incomes were next and people with stable incomes borrowed the least. This shows us that traditional assumptions about earning and spending arc not always reliable. Another traditional assumption is that if people who have money expect prices to go up, they will hasten to buy. If they expect prices to go down, they will postpone buying. But research surveys have shown that this is not always true. The expectations of price increases may not stimulate buying. One typical attitude was expressed by the wife of a mechanic in an interview at a time of rising prices. "In a few months," she said, "we'll have to pay more for meat and milk; we'll have less to spend on other things." Her family had been planning to buy a new car but they postponed this purchase. Furthermore, the rise in prices that has already taken place may be resented and buyer's resistance may be evoked. This is shown by the following typical comment:" I just don't pay these prices; they are too high."

Traditional assumptions should be investigated carefully, and factors of time and place should be considered. The investigations mentioned above were carried out in America. Investigations conducted at the same time in Great Britain, however, yielded results that were more in agreement with traditional assumptions about saving and spending patterns. The condition most conducive to spending appears to be price stability. If prices have been stable and people have become accustomed to consider them "right" and expect them to remain stable, they are likely to buy. Thus, it appears that the common business policy of maintaining stable prices with occasional sales or discounts is based on a correct understanding of consumer psychology.

The best title of the passage is ______.

A．Consumer's Purchasing Power

B．Relationship between Income and Purchasing Power

C．Traditional Assumptions

D．Studies in Consumer Behavior

TV Commercials and Print Ads

Despite the fact that advertisers spend ＄ 44 billion on the major television networks and cable TV advertising, a new study show that consumers think print ads more entertaining and less offensive than television commercials. They study, conducted by Video Storyboard Tests in New York, showed that more consumers considered prints ads "artistic" and "enjoyable".

The 2, 000 consumers surveyed blasted TV ads compared to their print counterparts: 34 percent of respondents thought print ads were artistic, compared with 15 percent for television ads; 35 per cent thought print ads were enjoyable, compared to 13 percent for television; and, most surprising, 33 percent of consumers felt print ads were entertaining, compared to only 18 percent for TV ads. Much of the artistic impact and positive reaction to print ads comes from the illustrations used. The illustration is primary in creating the mood for a print ad, which ultimately affects consumers' feelings about the image of the brand.

While the study's sponsors were somewhat surprised by the survey results, some industry executives felt that print ads were finally getting the credit they deserve. Richard Kirshenbaum, chair and chief creative officer of Kirshenbaum, Bond & Partners, a New York advertising and public relations firm, is one such believer. In fact, Kirshenbaum says that when he looks to hire a person for a creative position in his agency, "I always look at the print book first because I think it is harder to come up with a great idea on a single piece of paper. "

But as impressed as computers say they are by the aesthetics (美学)and style. of print ads, televisions executives (as you might expect )dismiss the findings. One network official said, "Nothing will replace the reach and magnitude of an elaborately produced television spot. TV ads get talked about. Print ads don't. "

The sponsors of the concerned study are______.

A．advertisers

B．Video Story Tests

C．television executives

D．not specified

A.complain personally to the manager

B.threaten to take the matter to court

C.write a firm letter of complaint to the store of purchase

D.show their written proof of the purchase to the store

t live up to the manufacturer's claim for it, the first step is to present the warranty (保单), or any other records which might help, at the store of purchase. In most cases, this action will produce results. However if it does not, there are various means the consumer may use to gain satisfaction.

A simple and common method used by many consumers is to complain directly to the store manager. In general, the "higher up" the consumer takes his or her complaint, the faster he or she can expect it to be settled. In such a case, it is usually settled in the consumer's favor, assuming he or she has a just claim.

Consumers should complain in person whenever possible, but if they cannot get to the place of purchase, it is acceptable to phone or write the complaint in a letter.

Complaining is usually most effective when it is done politely but firmly, and especially when the consumer can demonstrate what is wrong with the item in question. If this cannot be done, the consumer will succeed best by presenting specific information as to what is wrong, rather than by making general statements. For example, "The left speaker does not work at all and the sound coming out of the right one is unclear" is better than "This stereo (立体声音响) does not work."

The store manager may advise the consumer to write to the manufacturer. If so, the consumer should do this, stating the complaint as politely and as firmly as possible. But if a polite complaint does not achieve the desired result, the consumer can go a step further. She or he can threaten to take the seller to court or report the seller to a private or public organization responsible for protecting consumers' rights.

When a consumer finds that his purchase has a fault in it, the first thing he should do is to ______.

A．complain personally to the manager

B．threaten to take the matter to court

C．write a firm letter of complaint to the store of purchase

D．show some written proof of the purchase to the store

Questions 21 to 25 are based on the following passage:

A scientist who does research in economic psychology and who wants to predict the way in which consumers will spend their money must study consumer behavior. He must obtain data both on resources of consumers and on the motives that tend to encourage or discourage money spending.

If an economist as asked which of three groups borrow most—people with rising incomes, stable incomes, or declining incomes—he would probably answer:those with declining incomes. Actually, in the years 1947—1950, the answer was: people with rising incomes. People with declining incomes were next and people with stable incomes borrowed the least. This shows us that traditional assumptions about earning and spending are not always reliable. Another traditional assumption is that if people who have money expect prices to go up, they will hasten to buy. If they expect prices to go down, they will postpone buying. But research surveys have shown that this is not always true. The expectations of price increase may not stimulate buying. One typical attitude was expressed by the wife of a mechanic in an interview at a time of rising prices. “In a few months,” she said, “we’ll have to pay more for meat and milk; we’ll have less to spend on other things.” Her family had been planning to buy a new car but they postponed this purchase. Furthermore, the rise in prices that has already taken place may be resented and buyer’s resistance may be evoked.

The investigations mentioned above were carried out in America. Investigations conducted at the same time in Great Britain, however, yielded results that were more in agreement with traditional assumptions about saving and spending patterns. The condition most conductive to spending appears to be price stability. If prices have been stable and people consider that they are reasonable, they are likely to buy. Thus, it appears that the common business policy of maintaining stable prices is based on a correct understanding of consumer psychology.

21.If a scientist wants to study consumer behavior, what must he do？

A) He must predict the way in which consumers will spend their money.

B) He must do scientific research.

C) He must know background of customers.

D) He must do research and learn the resources and motives of customers.

22.Which of the following groups borrow money most according to traditional assumption？

A) People with rising incomes.

B) People with stable incomes.

C) People with declining incomes.

D) None of the above.

23.Which of the following statements is NOT true according to the passage？

A) Traditional assumptions about earning and spending are not always reliable.

B) The condition that most helps to produce spending appears to be price rising.

C) Maintaining stable prices is a common business policy.

D) The results of the investigation in America were not the same as those in Great Britain.

24.The research survey in America have showed that when the prices rise, ____.

A) people will hasten to buy

B) people will stop buying

C) people will postpone their purchase

D) people will buy more than they can use

25.The saving and spending patterns in America are ____ those at the same time in Britain.

A) different from B) much better than C) the same as D) much worse than

s a great guitarist and has his own band. So, Andrew, welcome.

M: Thanks a lot. My pleasure to be here tonight.

W: Now, Andrew, perhaps you could tell us something about the future trends for the global music industry？

M: Sure. Well, from my perspective as a musician, [19] I can see a dramatic increase in the popularity of Latin music, even now. If this trend continues, I imagine the popularity of Salsa dancing will also rise dramatically. This may result in a slight decrease in the popularity of other types of music.

W: What do you think of the sudden drop in interest in classical music？

M: I think this trend has been in the works for quite some time. As more and more varieties of music become available to consumers, the classic standards may suffer in the popularity contest. [20] I think the drop in interest of classical music hasn't been sudden at all, it's been slow and steady for many years now.

W: Is there any type of music that is consistently popular with most people？

M: If you look at the numbers, rock and roll music has remained a steady constant through the years. I expect the popularity of rock and roll will stay the same in the coming years.

W: It's said that [21] rock music might make one livelier and happier. What do you think of it？

M: That's tree. Research suggests that music can influence a person's feelings and character. [21] There's clear evidence that people who listen lively music are lively people.

(20)

A．Salsa dancing.

B．Classical music.

C．Rock and roll.

D．Latin music.