走遍全世界11: 是什么让消费者掏腰包？

摘要：现在，商业竞争越来越大，如何吸引消费者，如何让消费者购买更多的产品成为众多商家最为关注的问题。经过研究发现，消费者的情绪能够影响其购买欲望。



英语听力原文：



One factor that can influence consumers is their mood state. Mood may be defined as a temporary and mild positive or negative feeling that is generalized and not tied to any circumstance. Moods should be distinguished 1 from emotions which are usually more intense, related to specific circumstances, and often conscious.

能够影响消费者的其中一个因素是他们的情绪状态。心情可以定义为一个临时而轻微的积极或消极的感觉，是广义而不受特定环境制约的。情绪应有别于通常所说的情感，情感更为激烈，与特定的环境相关，而且往往是有意识的。



In one sense, the effect of a consumer's mood can be thought of in much the same way as can our reactions to the behavior of our friends — when our friends are happy and "up", that tends to influence us positively 2, but when they are "down", that can have a negative impact on us.

从某种意义上说，影响消费者的情绪可以被认为是在大多程度上与我们对朋友的行为的反应相一致的。当我们的朋友感到高兴和“高昂”时，这往往会使得我们积极，但是当他们“低落”时，会对我们有一个负面的影响。



Similarly, consumers operating under a given mood state tend to react to stimuli 3 in a direction consistent with that mood state. Thus, for example, we should expect to see consumers in a positive mood state evaluate products in more of a favorable manner than they would when not in such a state. Moreover, mood states appear capable of enhancing a consumer's memory.

同样，消费者在特定的情绪状态下对刺激物作出的反应与那个情绪状态相一致。因此，举例来说，我们应该会看到消费者在一种积极的情绪状态下对商品做出的评价比不在这种状态中进行的评价对商品更有利。此外，情绪状态似乎能够增强消费者的记忆。



Moods appear to be readily influenced by marketing 4 techniques. For example, the rhythm, pitch, and volume of  musice has been shown to influence behavior such as the amount of time spent in supermarkets or intentions to purchase products. In addition, advertising 5 can influence consumers' moods which, in turn, are capable of influencing consumers' reactions to products.

情绪似乎容易受到营销技巧的影响。例如，音乐的节奏、声调和音量已被证明对消费者在超市逗留的时间和购买意愿等行为具有影响力。此外，广告可以影响客户的心情，发过来说，也就是能够影响消费者对产品的反应。



英语词汇整理：



1. temporary adj. 暂时的



eg: Most adolescent problems are temporary.

多数青春期的问题都是暂时的。



短语：

temporary shortage 青黄不接

temporary shelter 临时避难所

temporary employment 短工

temporary housing 临时住房，应急住宅

temporary block 工作单元块



2. mild adj. 轻微的



eg: Teddy turned to Mona with a look of mild confusion.

特迪转向莫娜，脸上带着些许困惑。



短语：

as mild as a dove (性情)非常温和(或温顺)

draw it mild [口语]不要说得太过火，不要吹牛

mild and bitter [英国英语]淡味啤酒和苦味啤酒混合而成的啤酒

mild depression 轻性抑郁症

mild fire 文火



3. distinguish v. 区别



eg: Could he distinguish right from wrong?

他能辨别是非吗？



短语：

distinguish...into... 把......分组

distinguish oneself 使扬名；使杰出

distinguish between 区别；分辨

distinguish from 区别，辨别



4. intense adj. 激烈的



eg: He was sweating from the intense heat.

由于剧烈的热量，他一直出汗。



短语：

intense fall 暴雨

intense training 强化训练



5. stimuli n. 刺激物（stimulus 6的复数）



eg: Interest rates could fall soon and be a stimulus to the U.S. economy.

利率可能很快会下降，从而刺激美国经济。



短语：

external stimuli 外部刺激；外界的刺激

directional stimuli 定向刺激



6. evaluate v. 评价



eg: The market situation is difficult to evaluate.

市场形势难以评估。



同根词：

value/ score/ rate/ prize 评价；估价；求......的值



7. enhance v. 改善，提高



eg: The candlelight enhanced her beauty.

烛光使她显得更美。



短语：

to enhance 提高

DC Enhance 一键美化照片



8. volume n. 音量



eg: He turned down the volume.

他调低了音量。



短语：

speak volumes 具有巨大意义，意味深长

speak volume for 充分证明，有力地说明

by volume [化]按体积计



9. intention n. 意图



eg: The company has every intention of keeping the share price high.

该公司有将自己的股票保持在高价的意图。



短语：

with the best of intention 出于一片好心；好心好意

without intention 无意地

by intentionprep 故意



10. purchase v. 购买



eg: This week he is to visit China to discuss the purchase of military supplies.

本周他将访问中国，讨论军用物资的采购。



短语：

option to purchase 购买选择权

purchase order 订购单，采购订单

purchase contract 购货合同



佳句采摘：

Mood may be defined as a temporary and mild positive or negative feeling that is generalized and not tied to any circumstance. Moods should be distinguished from emotions which are usually more intense, related to specific circumstances, and often conscious.

心情可以定义为一个临时而轻微的积极或消极的感觉，是广义而不受特定环境制约的。情绪应有别于通常所说的情感，情感更为激烈，与特定的环境相关，而且往往是有意识的。