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枪弹论

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认为大众传播媒介有着神奇的力量反复运用能够达到左右人的思想情感、言语行为的目的,受众被认为是毫无防御能力的“靶子” ,只要大众传播工具对准他们“射击”他们就会应声倒地。

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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 Rome,Zeeshan-ul-hassan Usmani,a computer scientist from the Florida Institute of Technology,described a new way to increase impulse buying using this phenomenon.Supermarkets already encourage shoppers to buy things they did not realise they wanted: for instance,by placing everyday items such as milk and eggs at the back of the store,forcing shoppers to walk past other tempting goods to reach them.Mr Usmani and Ronaldo Menezes,also of the Florida Institute of Technology,set out to enhance this tendency to buy more by playing on the herd instinct.The idea is that,if a certain product is seen to be popular,shoppers are likely to choose it too.The challenge is to keep customers informed about what others are buying. 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 America and Tesco in Britain are interested in his work,and testing will get under way in the spring. 5.Another recent study on the power of social influence indicates that sales could,indeed,be boosted in this way.Matthew Salganik of Columbia University in New York and his colleagues have described creating an artificial music market in which some 14,000 people downloaded previously unknown songs.The researchers found that when people could see the songs ranked by how many times they had been downloaded,they followed the crowd.When the songs were not ordered by rank,but the number of times they had been downloaded was displayed,the effect of social influence was still there but was less pronounced.People thus follow the herd when it is easy for them to do so. 6.In Japan a chain of convenience shops called RanKing RanQueen has been ordering its products according to sales data from department stores and research companies.The shops sell only the most popular items in each product category,and the rankings are updated weekly.Icosystem,a company in Cambridge,Massachusetts,also aims to exploit knowledge of social networking to improve sales. 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.
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In the earliest stages of man's development he had nomore need of money than animals have.He was content with very simple forms of shelter,made his own rough tools and weapons and could provide food and clothing for himself and his family from natural materials around him.As he became more civilized,however,he began to want better shelter,more efficient tools and weapons,and more comfortable and more lasting clothing than could be provided by his own neighborhood or by the work of his own unskilled hands.For these things he had to turn to the skilled people such as smiths,leather workers or carpenters.It was then that the question of payment arose. At first he got what he wanted by a simple process ofexchange.The smith who had not the time to look after land or cattle was glad to take meat or grain from the farmer inexchange for an axe or a plough.But as more and more goods which had no fixed exchange value came on the market,exchange became too complicated to be satisfactory.Another problem arose when those who made things wanted to get stocks of wood or leather,or iron,but had nothing to offer in exchange until their finished goods were ready. Thus the difficulties of exchange led by degrees to the invention of money.In some countries easily handled things like seeds or shells were given a certain value and the farmer,instead of paying the smith for a new axe by giving him some meat or grain,gave him so many shells.If the smith had any shells left when he had bought his food,he could get stocks of the raw materials of his trade.In some countries quite large things such as cows or camels or even big flat stones were used for trade.Later,pieces of metal,bearing values according to the rarity of the metal and the size of the pieces,or coins were used.Money as we know it had arrived. 1.Exchange of goods became difficult because _________. A man became more civilized B smiths began to look after land or cattle in their spare time C more and more goods which had no fixed exchange alues came to the marker D farmers hadn't enough grain or meat to provide for skilled workers 2.Money was not used until _______. A paper was invented B people practiced a simple process of exchange C nothing could be offered in exchangeD the exchange of one thing for another became too complicated 3.The best title for this passage is _____. A What is money B What are money's functions. C The importance of money D The beginning of money
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