Professional Documents
Culture Documents
CD1 Guest: Sure. Most people assume my job has to do with the
environment. They imagine I protect rainforests or something.
Host: My thought was that you might study how people react to
nature.
Unit 1: The Science of Shopping Guest: Well, not really. Environmental psychologists study two
things: first, how people behave in different situations, and
Lesson A Vocabulary second, why they act in those ways. Now, an environmental
psychologist could focus on any situation such as work, home,
Track 1.2 B. Page 4 school, or wherever else. But my personal focus is on how people
addictive behave in commercial situations, especially retail ones.
alter
Track 1.5 C. Listening for Main Ideas Page 6
assume
D. Listening for Details
bargain
Host: With me today is Melissa Travis. Welcome, Melissa.
bump
Guest: Thanks. I’m happy to be here.
commercial
Host: Now, I understand that you’re an environmental psycholo-
complex gist, but I’m not quite sure what that is. Could you explain?
consumer Guest: Sure. Most people assume my job has to do with the envi-
purchase ronment. They imagine I protect rainforests or something.
retail Host: My thought was that you might study how people react to
nature.
Track 1.3 C. Page 5 Guest: Well, not really. Environmental psychologists study two
1. In the United States, many teenagers’ first work experience is a things: first, how people behave in different situations, and
job in retail or in a restaurant. second, why they act in those ways. Now, an environmental
2. Although the store only altered the location of a few of the psychologist could focus on any situation such as work, home,
departments, many customers disliked the changes. school, or wherever else. But my personal focus is on how people
3. Ben had assumed that the store closed at six and was behave in commercial situations, especially retail ones.
disappointed when he got there and found the door locked. Host: You mean shopping?
4. Customers frequently bumped into and knocked over the Guest: Exactly. I’m also interested in behavior at movie theaters or
sign because of its inconvenient position. restaurants, say, but shopping is my main focus.
5. Most people do not use a credit card when they make a very Host: Isn’t it pretty easy to predict shopping behavior? Don’t most
large purchase such as a new car. folks just buy what they need and then leave the store?
6. During the end-of-year sale, hundreds of customers visited
Guest: That may be what you do, but actually, no. The way that a
the department store hoping to find a great bargain or two.
consumer behaves when shopping is often complex.
7. Many consumers use their phones to check prices online
before purchasing anything in a store. Host: How so?
8. In a survey of people who have bought items through online Guest: Well, for instance, there’s the issue of personal space.
sites like eBay, some said they felt online shopping was so Researchers have found that most people like a certain amount of
addictive that they couldn’t stop doing it. personal space when shopping. Imagine that a shopper is looking
9. According to the plans, the new apartment building will have closely at an item. If several other shoppers bump into this person,
commercial space for offices, restaurants, and stores on the he or she will likely just leave the store without buying anything.
first floor. Host: Don’t take this the wrong way, but isn’t that obvious?
10. The store’s refund process was so complex that many customers Nobody likes getting bumped, after all.
decided it was easier to keep an item than to return it. Guest: But what’s interesting is that this behavioral pattern
doesn’t always hold true. Sometimes shoppers don’t mind getting
Listening: An Interview About Consumer Behavior bumped. Many stores have permanent areas set up for discount
items. And in these areas, consumers will stay and shop: they don’t
Track 1.4 B. Critical Thinking: Predicting Page 6 seem to mind getting bumped or brushed by others. So a variety
Host: With me today is Melissa Travis. Welcome, Melissa. of factors—the amount of space, the price of an item, the number
of other shoppers, even the time of day—all alter how people
Guest: Thanks. I’m happy to be here. behave when shopping.
Host: Now, I understand that you’re an environmental psychologist,
but I’m not quite sure what that is. Could you explain?
111
Host: Hmm, I see your point, and I bet you could tell us more Speaking
interesting tales about this, but why does it all matter? I mean, why
is it important to know how people behave in retail situations? Track 1.8 Pronunciation: Question
Guest: Well, if stores want to sell more goods—and of course, Intonation Page 9
selling electronics or clothes or whatever is the whole purpose Is the store on the corner still open?
of a store—then it helps to know how and why humans behave.
What did you buy yesterday?
I’ve already mentioned that most customers like to have space.
Because of this, stores have learned to place goods in areas where What did you buy yesterday?
shoppers aren’t likely to be bumped.
And take sales as another example. Everybody loves getting a Lesson B Vocabulary
bargain. In fact, studies have shown that buying something for a
good price can improve your mood. It can make you feel so good, Track 1.9 A. Page 14
in fact, that shopping can even be addictive. Not only that, but A: You didn’t mark your gender on this application form, Bob.
when people are in a good mood, they sometimes act based on B: I must have forgotten. Filling out applications is such a chore.
their emotions or without thinking. This means they might buy Would you mind checking the box next to “male” for me, please?
more than they need of something, or even buy something they
don’t need at all. A: Is it true that you met Lionel Messi yesterday? For real?
Host: So you’re saying that stores are trying to alter how we behave B: Yeah! And it was great, especially because I speak some Spanish,
in order to encourage us to spend more? Does that mean some of so I could interact with him better than the other people with me!
my decisions about what to buy are not really my decisions? A: How did your experiment go, Achmed?
Guest: Well, I can’t say that’s always true, but to some extent, yes. B: I can’t say for sure yet, but I came up with a good way to con-
Host: Huh. It makes sense that stores would do that, I guess, but I duct it, I think, so I hope the findings will be useful.
hadn’t ever considered it before. So is there anything we can do to A: Did you hear that Professor Albright has lost her job?
be smarter shoppers? B: Yeah, and I’m upset about it. She’s worked here for over 25 years
Guest: Well, another way that stores try to change our behavior apparently. I think the college should have shown more loyalty
is to use our emotions to make us buy things. We all worry about to her.
not looking good or feeling good, right? Stores know this and A: How was your weekend, David?
try to sell items designed to make us look or feel better. But next
B: Not so good. I went to the mall on a mission to buy a gift for my
time you’re shopping, don’t buy a product that says it will give you
sister. I was there for hours, but I couldn’t find the right gift. It
more energy. Instead, try thinking about why you’re tired, which is
was pretty frustrating.
probably just because of a lack of sleep. If you can get more sleep,
you won’t need to buy something that, at best, can only have a A: Excuse me. Where could I find Marketing Basics?
temporary effect on your energy level. B: Sorry to tell you this, but that book’s out of stock just now. We
Host: That’s a good point. I guess I can’t buy energy—or good thought we had ordered sufficient copies, but more students
looks. Too bad. Any other tips? purchased it than we expected.
Guest: Be careful about when you go shopping. Studies show that
we often buy more than we need if we’re hungry or unhappy, for Listening: A Lecture about Gender and Shopping
example. And here’s my last tip: if you’re the kind of person who
shops online and often buys things that you later regret, delete Track 1.10 B. Listening for Main Ideas Page 16
your credit card details from the site after each purchase. If your Professor: Good morning, everyone. Let’s continue our discus-
card is not saved on the website, you’ll have to enter the details sion of modern society by talking about gender and gender roles.
each time. Having to do that gives you time to think, and during Today we’re going to be looking at shopping, and asking if there’s
that time, you may decide you don’t really need another shirt or a difference in how women and men shop. Just out of interest,
pair of shoes or whatever. Plus, it’s safer if your card details are not how many of you think men and women do behave differently
stored online. when shopping?
Host: Now that’s a tip I can certainly use. I shop online a lot. Me- OK, that’s pretty much all of you. And you’re right, of course.
lissa Travis, thank you. That was very interesting. Studies show that women and men do shop differently. I’m going
to be speaking in general terms, so remember that not every
Track 1.6 Listening Skill: Recognizing a woman or every man will behave in these typical ways.
Speaker’s Attitude Page 7 Let’s discuss one study in particular, titled “Men Buy, Women Shop.”
I’m really excited we’re going shopping tomorrow. It’s a slightly older study, but I think the findings are interesting,
It’s too bad you can’t come shopping tomorrow. and I’ll return to the title in a moment. Before I explain what the
findings are, let me give an overview of the steps they took to
She can’t come shopping tomorrow.
conduct the study. Researchers interviewed about 1,200 American
Track 1.7 E. Page 7 consumers by telephone. They were asked about how they would
1. Well, I can’t say that’s always true, but to some extent, yes. interact with store employees, about their shopping habits and
preferences, about their loyalty to particular stores, and so on.
2. Don’t take this the wrong way, but isn’t that obvious? Nobody
likes getting bumped, after all. Now, this study was given an interesting title: “Men Buy, Women
3. Huh. It makes sense that stores would do that, I guess, but I Shop.” Just take a moment to think about that. “Men Buy, Women
hadn’t ever considered it before. Shop.” Hmm. What do you think it means? Carlos?
4. So you’re saying that stores are trying to alter how we behave
in order to encourage us to spend more?