一起聽英語 113 購物的哲學(xué)

為什么我們本來去超市打算只買一樣?xùn)|西的，最后回來的時候卻發(fā)現(xiàn)多買了好多東西呢?

Dan: Hello, I'm Dan.

Alice: And I'm Alice.

Dan: And this is 6 Minute English! Today we're talking about shopping. Alice have

you ever gone into a shop to buy one thing and come out with several other

things as well?

Alice: Yes, I have. It happens quite often. And I even bring my own bag, and then

find I haven't got enough space in it when I leave the shop.

Dan: Because you've just bought so many things. Well, it's quite a common thing,

apparently. A lot of people find that they've bought a lot more than they

wanted to, and that's often because of the layout of the store.

Alice: The layout – that's the way that something's arranged. So because the shop is

laid out in a certain way, people buy more?

Dan: That's the theory. The layout of a shop has a large impact on what we buy and

how much money we spend. Shops, supermarkets and shopping malls are

designed to give shoppers a pleasant experience while they shop, and they use

specific colours, lighting and designs to get us to buy more.

Alice: Shopping malls – that's a very American phrase Dan! These are the large

buildings with lots of shops and restaurants inside them – what we call in

Britain shopping centres.

6 Minute English © bbclearningenglish.com 2011

Page 2 of 6

Dan: And today's question is all about shopping centres Alice. The South China

Mall in China is the world's largest shopping centre. But how many shops does

it have? Is it:

a) 800

b) 1,200

c) 1,500

Alice: Oh, I'll go for the big one. 1,500 shops

Dan: OK, we'll see if you are right at the end of the programme. Now, as I

mentioned before, the layout of a shop has a direct influence on how we shop.

Apparently if you're in a shopping mall or department store, the more

disorienting it is, the longer you're there, and the more likely you are to spend.

Alice: The more disorienting it is - that is, it's very confusing, it's difficult to find

things in. And a department store is a large shop with lots of different

departments – different areas – which sell different types of goods.

Dan: And if the shopper is confused, or disoriented, they're more likely to forget

what they came in for, and might start buying more items. It's what's called

retail anthropology.

Alice: Retail anthropology. Retail is anything to do with shopping – it means selling

goods to the general public. And anthropology is the study of humans and

human behaviour. So I suppose retail anthropology is the study of how humans

go shopping.

6 Minute English © bbclearningenglish.com 2011

Page 3 of 6

Dan: That's exactly it. Professor Alan Penn, from University College London,

specialises in designing retail spaces. He says a lot of shops have designed

their layouts to encourage us to spend more. Here is a clip of him talking about

supermarkets; he says they usually keep essential items, such as milk and

bread, as far away from the entrance as possible. Why do you think this is?

Professor Alan Penn, University College London

The milk and the bread are usually at the far end of the supermarket. That's not by chance;

that's in order to get people to travel the full distance through the store. On the way

through, they'll see other things that they may have forgotten they needed and put them

into the trolley.

Dan: So, according to Alan Penn, milk and bread are usually as far away from the

entrance as possible, so shoppers have to travel the full length of the store.

Alice: And on their way they'll see other items they might like and put them in their

trolley. Very clever! What other techniques do shops use to encourage people

to spend more Dan?

Dan: Ah, now, here's an interesting one: most supermarkets have the section for fruit

and vegetables near the entrance. Why do you think that is Alice?

Alice: Mm, I don't know. Does it look nice?

Dan: Well, let's have a listen to Alan Penn again and we will see if you're right.

Professor Alan Penn, University College London

Fresh fruits are very interesting aspects of the supermarket. It's often near the front; near

the entrance. It provides you with a very positive, healthy feeling, atmosphere as you step in

through the door.

6 Minute English © bbclearningenglish.com 2011

Page 4 of 6

Dan: Well, you were part right there, Alice. Apparently the fresh fruit provides a

positive, healthy atmosphere as you step into the shop – it's more welcoming.

So, Alice, it's time to return to today's question: I asked you about The South

China Mall which is the world's largest shopping centre. But how many shops

does it have? Is it:

a) 800

b) 1,200

c) 1,500

Alice: And I made the guess of 1,500.

Dan: And you are right, yes. The answer is 1,500 shops. But here is the interesting

part; most of these shops are empty! In 2008 over 99 per cent of the shops in

the South China Mall were unoccupied which is just bizarre. And there are a

few more facts for you about shopping malls. Although the South China Mall

is the world's largest shopping mall in terms of shops, the largest mall by area

is the Dubai Mall, which over 12 million square feet – around the size of 50

football pitches. It's absolutely huge. Also, eight out of the ten largest shopping

malls in the world are in Asia, and there are a lot more 'mega-malls' under

construction in China and the United Arab Emirates.

Alice: Well, those are very, very big malls, mega malls.

Dan: Exactly. Alice, before we go, could you just remind us of some of the

vocabulary we've heard in today's programme?

6 Minute English © bbclearningenglish.com 2011

Page 5 of 6

Alice: Sure, we had:

Layout

Shopping mall

Shopping centre

Department store

Disorienting

Retail

Anthropology

Dan: Thanks Alice. I hope you've enjoyed today's programme, and you'll join us

again for more 6 Minute English next time.

Both: Bye!