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Published online: Nov 9th 2006 How shops can exploit people's herd mentality to increase sales 1. A TRIP to the supermarket may not seem like an exercise in psychological warfare—but it is. Shopkeepers know that filling a store with the aroma of freshly baked bread makes people feel hungry and persuades them to buy more food than they had intended. Stocking the most expensive products at eye level makes them sell faster than cheaper but less visible competitors. Now researchers are investigating how “swarm intelligence” (that is, how ants, bees or any social animal, including humans, behave in a crowd) can be used to influence what people buy. 2. At a recent conference on the simulation of adaptive behaviour in 3. Enter smart-cart technology. In Mr Usmani's supermarket every product has a radio frequency identification tag, a sort of barcode that uses radio waves to transmit information, and every trolley has a scanner that reads this information and relays it to a central computer. As a customer walks past a shelf of goods, a screen on the shelf tells him how many people currently in the shop have chosen that particular product. If the number is high, he is more likely to select it too. 4. Mr Usmani's “swarm-moves” model appeals to supermarkets because it increases sales without the need to give people discounts. And it gives shoppers the satisfaction of knowing that they bought the “right” product—that is, the one everyone else bought. The model has not yet been tested widely in the real world, mainly because radio frequency identification technology is new and has only been installed experimentally in some supermarkets. But Mr Usmani says that both Wal-Mart in 5. Another recent study on the power of social influence indicates that sales could, indeed, be boosted in this way. Matthew Salganik of 6. In 7. And the psychology that works in physical stores is just as potent on the internet. Online retailers such as Amazon are adept at telling shoppers which products are popular with like-minded consumers. Even in the privacy of your home, you can still be part of the swarm. |
Questions 1-6
Complete the sentences below with words taken from the reading passage. Use NO MORE THAN THREE WORDS for each answer.
1. Shopowners realize that the smell of _______________ can increase sales of food products.
2. In shops, products shelved at a more visible level sell better even if they are more _______________.
3. According to Mr. Usmani, with the use of “swarm intelligence” phenomenon, a new method can be applied to encourage _______________.
4. On the way to everyday items at the back of the store, shoppers might be tempted to buy _______________.
5. If the number of buyers shown on the _______________ is high, other customers tend to follow them.
6. Using the “swarm-moves” model, shopowners do not have to give customers _______________ to increase sales.
Questions 7-12
Do the following statements agree with the information given in the reading passage? For questions 7-12 write
YES if the statement agrees with the information
NO if the statement contraicts the information
NOT GIVEN if there is no information on this in the passage
7. Radio frequency identification technology has been installed experimentally in big supermarkets like Wal-Mart.
8. People tend to download more unknown songs than songs they are familiar with.
9. Songs ranked high by the number of times being downloaded are favored by customers.
10. People follow the others to the same extent whether it is convenient or not.
11. Items sold in some Japanese stores are simply chosen according to the sales data of other shops.
12. Swarm intelligence can also be observed in everyday life.
해답
1. (freshly baked) bread.
2. expensive.
3. impulse buying.
4. other (tempting) goods/things/products.
5. screen.
6. discounts.
7. NO.
8. NOT GIVEN.
9. YES
10. NO。
11. YES。
12. YES。