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享受买打折的快感的新型消费者
添加时间:2015-11-27 19:16:59 浏览次数: 作者:未知
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  • They always have a winning strategy, know the best places to compete and what it takes to bring a trophy1 home.

    他们总有制胜的策略,他们知道去哪最好、如何把战利品带回家。

    It may sound like an elite2 athlete, but researchers say it's qualities found in a new breed of shoppers.

    这听起来像是在说优秀运动员,不过研究人员称,这其实是在描述一种新的消费者类型。

    Researchers found that sport shoppers don't just bargain hunt for the best deals, but also for the thrill of it.

    研究人员发现,“运动型消费者”不仅在寻找最优价,他们还很享受买促销品带给他们的兴奋感。

    Professors from San Francisco State University revealed this new breed of shoppers and presented evidence that they have similar behaviors of competitive athletes in that they view bargain shopping as an achievement domain3.

    旧金山州立大学的教授还原了这种新型消费者。他们的研究显示,这种消费者有点像竞技运动员,他们把买到物美价廉的东西看作一项成就。

    Achievement goal theory, which describes the motivational behavior of sports athletes in achieving their athletic4 goals, was used in the study to better understand the motivation of sport shoppers.

    “成就目标理论”常被用来描述促进运动员实现目标的激励行为。该理论也被用在此次对消费者的研究中,以帮助理解“运动型消费者”的行为动机。

    The study looked at American undergraduate students, who filled out open-ended surveys, participated in interviews and took part in closet inventories5.

    这项研究以美国本科生为研究对象,让他们填写开放式问卷、接受面试并清点衣橱清单。

    The researchers then analyzed6 the information using three categories: task, ego7 and social approval.

    随后调查人员将所有信息分成三类:任务、自我和社会认可,并进行分析。

    'This is somebody who takes great pride in their ability to get the thing they want at a discount,' said Kathleen O'Donnel, associate dean of the School of Business.

    商学院副院长凯萨琳·奥唐纳说,“他们为自己能在打折时买到想要的东西感到非常骄傲。”

    'It's not about spending the least, it's about saving the most.'

    “不是因为花的钱最少,而是因为打折打的最多。”

    O'Donnell is the lead author on an article published online Nov. 14 in the Journal of Retailing9 and Consumer Services, with Judi Strebel, chair of the marketing10 department, and their Australian colleague Gary Mortimer of Queensland University as co-authors.

    相关论文发表在11月14日的网络版《零售和消费者服务》杂志上。奥唐纳是该论文的第一作者。市场部主管朱迪·斯特雷贝尔以及他们的澳大利亚同事、昆士兰大学的加里·莫蒂默为共同作者。

    The article, titled, 'The thrill of victory: Women and sport shopping,' will be published in print early in 2016.

    他们的文章《胜利的喜悦:女性与运动型购物》印刷版最早将于2016年发表。

    O'Donnell and Strebel reported that these shoppers are not only competitive, but one of their goals is to outsmart the retail8 system.

    奥唐纳和斯特雷贝尔在文章中指出,这类消费者不仅有竞争意识,而且他们的目标是要比零售商更精于算计。

    As of right now the data only recognizes females in this new category, but the researchers are sure there are males out there with the same shopping behaviors.

    目前这些数据只涵盖了女性消费者,但研究者们确信不少男性也有同样的消费心理。

    Similar to an athlete reminiscing on their past achievements, a sport shopper can remember details of the bargain items in their closets, sometimes including the date of purchase and the sale and original price.

    就像运动员会回忆自己过去的成就一样,运动型消费者也会回味买到特价品时的兴奋感,有时还能记起购买日期、折扣价和原价。

    Another similarity between to two is, this type also develops a plan of action.

    运动型消费者与运动员还有一个共同点:他们也在不断提升自己的行动计划。

    Each shopper has developed a strategy behind every shopping endeavor.

    每一次购物后都在努力提升自己的削价策略。

    O'Donnell contends the sport shopper is different from the bargain shopper in that the bargain shopper hunts for deals out of necessity, while the sport shopper does it for the 'rush' of finding a good deal.

    奥唐纳认为,运动型购物者不同于买便宜货的人,后者是因为需要而买,而前者纯粹是为了寻求买到好货后的快感。

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    1 trophy [ˈtrəʊfi] 8UFzI   第8级
    n.优胜旗,奖品,奖杯,战胜品,纪念品
    参考例句:
    • The cup is a cherished trophy of the company. 那只奖杯是该公司很珍惜的奖品。
    • He hung the lion's head as a trophy. 他把那狮子头挂起来作为狩猎纪念品。
    2 elite [eɪˈli:t] CqzxN   第7级
    n.精英阶层;实力集团;adj.杰出的,卓越的
    参考例句:
    • The power elite inside the government is controlling foreign policy. 政府内部的一群握有实权的精英控制着对外政策。
    • We have a political elite in this country. 我们国家有一群政治精英。
    3 domain [dəˈmeɪn] ys8xC   第7级
    n.(活动等)领域,范围;领地,势力范围
    参考例句:
    • This information should be in the public domain. 这一消息应该为公众所知。
    • This question comes into the domain of philosophy. 这一问题属于哲学范畴。
    4 athletic [æθˈletɪk] sOPy8   第7级
    adj.擅长运动的,强健的;活跃的,体格健壮的
    参考例句:
    • This area has been marked off for athletic practice. 这块地方被划出来供体育训练之用。
    • He is an athletic star. 他是一个运动明星。
    5 inventories [/ˈɪnvəntri/] 9d8e9044cc215163080743136fcb7fd5   第7级
    n.总结( inventory的名词复数 );细账;存货清单(或财产目录)的编制
    参考例句:
    • In other cases, such as inventories, inputs and outputs are both continuous. 在另一些情况下,比如存货,其投入和产出都是持续不断的。
    • The store must clear its winter inventories by April 1st. 该店必须在4月1日前售清冬季存货。
    6 analyzed ['ænəlaɪzd] 483f1acae53789fbee273a644fdcda80   第7级
    v.分析( analyze的过去式和过去分词 );分解;解释;对…进行心理分析
    参考例句:
    • The doctors analyzed the blood sample for anemia. 医生们分析了贫血的血样。 来自《简明英汉词典》
    • The young man did not analyze the process of his captivation and enrapturement, for love to him was a mystery and could not be analyzed. 这年轻人没有分析自己蛊惑著迷的过程,因为对他来说,爱是个不可分析的迷。 来自《简明英汉词典》
    7 ego [ˈi:gəʊ] 7jtzw   第7级
    n.自我,自己,自尊
    参考例句:
    • He is absolute ego in all thing. 在所有的事情上他都绝对自我。
    • She has been on an ego trip since she sang on television. 她上电视台唱过歌之后就一直自吹自擂。
    8 retail [ˈri:teɪl] VWoxC   第7级
    n.零售;vt.零售;转述;vi.零售;adv.以零售价格
    参考例句:
    • In this shop they retail tobacco and sweets. 这家铺子零售香烟和糖果。
    • These shoes retail at 10 yuan a pair. 这些鞋子零卖10元一双。
    9 retailing [ˈri:teɪlɪŋ] f7157e2e76f903d2893786de5cb093af   第7级
    n.零售业v.零售(retail的现在分词)
    参考例句:
    • career opportunities in retailing 零售业的职业机会
    • He is fond of retailing the news. 他喜欢传播消息。 来自《简明英汉词典》
    10 marketing [ˈmɑ:kɪtɪŋ] Boez7e   第8级
    n.行销,在市场的买卖,买东西
    参考例句:
    • They are developing marketing network. 他们正在发展销售网络。
    • He often goes marketing. 他经常去市场做生意。

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