高考英语一轮复习外刊阅读及练习消费者的情绪反应如何指导决策

HowConsumers'EmotionalResponsesGuideDecisionMakingBeingawareofyouremotionscanpreventyoufrommakingbaddecisions.KEYPOINTSDifferenttypesofmoodsaffecttheconsumerchoicespeoplemake.Howmuchconsumersarewillingtopayandtheriskstheytakeareinfluencedbyemotions,suchasanxiety.Beingawareofemotionalinfluencescanhelpyoumakebetterdecisions.Thewayinwhichconsumersareinfluencedbyemotionsinthedecisionmakingprocesshasbeeevidentinthelastcoupleofdecades.Traditionally,consumershavebeenasked‘howtheyfeelaboutproductsandservices.However,aspeopleareoftenunawareoftheemotionstheyexperience,theresponsesdonotaccuratelyreflectreality.Itcanthereforebedifficulttogetaclearunderstandingofwhatkindsofemotionsinfluencethechoicesmade.Onewayofoveringthisproblemisthroughtheuseofconsumerneuroscienceinvestigations,whichhavehelpedtocreateadeeperunderstandingoftheroleofemotionsinconsumerrelatedchoices.Fromneurosciencestudies,wehavelearntthatallemotionsserveasasourceofinformationforconsumers.Generally,emotionsaregroupedaspositiveornegative.Positiveemotionsincludelove,pride,andhappinesswhilstnegativeemotionsincludeaspectssuchasanger,disgust,andfear.Whethertheemotionsarepositiveornegative,theyalltriggerphysiologicalresponses,suchasincreasedheartrateandadrenalinerushes.Also,bothtypesofemotionsplayasignificantroleinsteeringthechoicesconsumersmake.DifferenttypesofmoodsWhetheryouexperiencepositiveornegativeemotions,bothwillsteerthedecisionsconsumersmake.However,itisimportanttodistinguishbetweendifferenttypesofemotionsratherthanwhethertheyarepositiveornegative.Consumershavebeenfoundtobemorewillingtopayahigherpriceforgoodsandaredrawntowardhighriskandhighrewardoptionswhentheyaresad.Regardingthelatter,let’ssaythatyoufeelsad,andyouareanenvironmentalist.Whilstshoppinginasupermarketyouarefacedwithatwoforoneoffer.Ratherthanthinkingthatyoudon’tneedtwoidenticalproducts,youfocusonthefactthatyouaregettingoneitemforfree,andthereforegowiththehighrewardoption.Whenitestorisk,anxietycanreducethelikelihoodofmakingariskychoiceandmakeyoucarelessaboutrewards.Interestingly,thisalsohappenswhenpeopleexperiencepositiveemotions.Thusdemonstratingthatnotallnegativemoodsaffectyouinthesamewayandthattheycangenerateasimilarouteaspositivemoods.Anotherexampleofhownegativemoodscaninfluenceriskrelateddecisionmakingdifferentlycanbenotedfromfearandanger.Forexample,angerleadstomoreoptimisticassessmentswhilstfearleadstomorepessimisticriskassessments.Whenitestoriskseeking,perhapsthemostproblematicemotionforconsumersisstress.Itisnotunmonforconsumerstorushtomakedecisionsbetweenworkorsocialactivities.Thisoftenmeansthattheyfeelpressuredtomakeaquickdecision.Itmaybeonetheyregretasstressisknowntoincreaseriskseeking.Menhavealsobeenfoundtotakemorerisks,paredtowomen,whenfeelingstressed.Thisbehaviourwasassociatedwithgreateractivationintheinsula(whichsignalsaversiveoutesandweighingdifferencesinexpectedvalueinriskydecisionmaking)andtheputamen(thathaveafunctionalroleinhabitualbehaviour)duringthedecisionmakingprocessinparisontowomen.Therelationshipbetweenemotionsandrisktakingissomethingparticularlyworthbearinginmindifyouaremakingfinanciallyrelateddecisions.Evenpayingforanitemonlinemaybeaffectedbyhowsomeonefeels.Ifthereisperceivedriskaboutmakingthepaymentonline,itcandecreasethelikelihoodofapurchasetakingplace.MakingfuturedecisionsPurchasesofteninvolvemakingpredictionsabouthowwemayfeelwhenwehaveboughtsomething.Forexample,willbuyinganewhatmakemefeelgood?Unfortunately,consumersarenotgreatatpredictinghowtheywillfeelinthefuture.Thismeansthatpeopleoftenpurchasesomethingonthebasisthattheythinkitwillmakethemhappy.However,asitismontooverestimatethefutureemotionsofhappinesslinkedtoproducts,consumersoftenfeeldisappointedwiththeitemasitdoesnotliveuptotheiremotionalexpectations.Andjustasconsumerscan’taccuratelypredicthowtheymayfeelwhentheyownaproduct,theyalsofinditdifficulttoimaginehowtheymayfeelaboutbeingrewardedinthefuture.Meaningthatimmediaterewardstendtobemoreemotionallysalient.Hence,ifpeopleexpecttoexperiencelesspleasurableemotionsinthefuture,theyarealsolesswillingtowaitforfuturerewards.Justasintheearlierexampleoffacingatwoforoneofferinasupermarket,itmakespeoplemorelikelytoignorefutureenvironmentallybasedrewards,eventhoughitmaygivethemimmensepleasure.It'splicatedWhilstthereiscurrentlynoexactguideonhowconsumersrespondtotheiremotions,itisevidentthatemotionsaresteeringthedecisionmakingprocess.Forexample,asaconsumer,youshouldbeawareofthisandtrytoavoidshoppingandmakingdecisionswhenyouareunderpressureorfeelinganxiousasitmaynotleadtotheoutesyouwant.Exercise1：英译汉翻译练习consumers_____________________anxiety_____________________traditionally_____________________accurately_____________________investigation_____________________createadeeperunderstandingof_____________________serveas_____________________triggerphysiologicalresponses_____________________playasignificantroleinsteer_____________________distinguishbetweendifferenttypesofemotions_____________________befacedwith_____________________ratherthan_____________________beassociatedwith_____________________activation_____________________inparisonto____________________bearinginmind_____________________overestimate_____________________liveuptotheiremotionalexpectations_____________________underpressure_____________________Exercise2：汉译英翻译练习消费者_____________________焦虑_____________________传统上是_____________________准确_____________________调查_____________________创建对……的更深入的理解_____________________作为_____________________触发生理反应_____________________发挥重要作用_____________________区分不同类型的情绪_____________________面对_____________________而不是_____________________与……有关联_____________________激活_____________________与……相比____________________请记住_____________________高估_____________________辜负他们的情感期望_____________________在压力下_____________________Exercise3：语法填空练习Howmuchconsumersarewillingtopayandtheriskstheytakeareinfluencedbyemotions,suchas_____________________(anxious)._________________(be)awareofemotionalinfluencescanhelpyoumakebetterdecisions.Thewayinwhichconsumersareinfluencedbyemotionsint