英語聽力小短文走遍全世界: 是什么讓消費(fèi)者掏腰包？

英語聽力原文：

One factor that can influence consumers is their mood state. Mood may be defined as a temporary and mild positive or negative feeling that is generalized and not tied to any circumstance. Moods should be distinguished from emotions which are usually more intense, related to specific circumstances, and often conscious.

能夠影響消費(fèi)者的其中一個(gè)因素是他們的情緒狀態(tài)。心情可以定義為一個(gè)臨時(shí)而輕微的積極或消極的感覺，是廣義而不受特定環(huán)境制約的。情緒應(yīng)有別于通常所說的情感，情感更為激烈，與特定的環(huán)境相關(guān)，而且往往是有意識(shí)的。

In one sense, the effect of a consumer's mood can be thought of in much the same way as can our reactions to the behavior of our friends — when our friends are happy and "up", that tends to influence us positively, but when they are "down", that can have a negative impact on us.

從某種意義上說，影響消費(fèi)者的情緒可以被認(rèn)為是在大多程度上與我們對(duì)朋友的行為的反應(yīng)相一致的。當(dāng)我們的朋友感到高興和“高昂”時(shí)，這往往會(huì)使得我們積極，但是當(dāng)他們“低落”時(shí)，會(huì)對(duì)我們有一個(gè)負(fù)面的影響。

Similarly, consumers operating under a given mood state tend to react to stimuli in a direction consistent with that mood state. Thus, for example, we should expect to see consumers in a positive mood state evaluate products in more of a favorable manner than they would when not in such a state. Moreover, mood states appear capable of enhancing a consumer's memory.

同樣，消費(fèi)者在特定的情緒狀態(tài)下對(duì)刺激物作出的反應(yīng)與那個(gè)情緒狀態(tài)相一致。因此，舉例來說，我們應(yīng)該會(huì)看到消費(fèi)者在一種積極的情緒狀態(tài)下對(duì)商品做出的評(píng)價(jià)比不在這種狀態(tài)中進(jìn)行的評(píng)價(jià)對(duì)商品更有利。此外，情緒狀態(tài)似乎能夠增強(qiáng)消費(fèi)者的記憶。

Moods appear to be readily influenced by marketing techniques. For example, the rhythm, pitch, and volume of musice has been shown to influence behavior such as the amount of time spent in supermarkets or intentions to purchase products. In addition, advertising can influence consumers' moods which, in turn, are capable of influencing consumers' reactions to products.

情緒似乎容易受到營銷技巧的影響。例如，音樂的節(jié)奏、聲調(diào)和音量已被證明對(duì)消費(fèi)者在超市逗留的時(shí)間和購買意愿等行為具有影響力。此外，廣告可以影響客戶的心情，發(fā)過來說，也就是能夠影響消費(fèi)者對(duì)產(chǎn)品的反應(yīng)。

英語詞匯整理：

1. temporary adj. 暫時(shí)的

eg: Most adolescent problems are temporary.

多數(shù)青春期的問題都是暫時(shí)的。

短語：

temporary shortage 青黃不接

temporary shelter 臨時(shí)避難所

temporary employment 短工

temporary housing 臨時(shí)住房，應(yīng)急住宅

temporary block 工作單元塊

2. mild adj. 輕微的

eg: Teddy turned to Mona with a look of mild confusion.

特迪轉(zhuǎn)向莫娜，臉上帶著些許困惑。

短語：

as mild as a dove (性情)非常溫和(或溫順)

draw it mild [口語]不要說得太過火，不要吹牛

mild and bitter [英國英語]淡味啤酒和苦味啤酒混合而成的啤酒

mild depression 輕性抑郁癥

mild fire 文火

3. distinguish v. 區(qū)別

eg: Could he distinguish right from wrong?

他能辨別是非嗎?

短語：

distinguish...into... 把......分組

distinguish oneself 使揚(yáng)名;使杰出

distinguish between 區(qū)別;分辨

distinguish from 區(qū)別，辨別

4. intense adj. 激烈的

eg: He was sweating from the intense heat.

由于劇烈的熱量，他一直出汗。

短語：

intense fall 暴雨

intense training 強(qiáng)化訓(xùn)練

5. stimuli n. 刺激物(stimulus的復(fù)數(shù))

eg: Interest rates could fall soon and be a stimulus to the U.S. economy.

利率可能很快會(huì)下降，從而刺激美國經(jīng)濟(jì)。

短語：

external stimuli 外部刺激;外界的刺激

directional stimuli 定向刺激

6. evaluate v. 評(píng)價(jià)

eg: The market situation is difficult to evaluate.

市場形勢難以評(píng)估。

同根詞：

value/ score/ rate/ prize 評(píng)價(jià);估價(jià);求......的值

7. enhance v. 改善，提高

eg: The candlelight enhanced her beauty.

燭光使她顯得更美。

短語：

to enhance 提高

DC Enhance 一鍵美化照片

8. volume n. 音量

eg: He turned down the volume.

他調(diào)低了音量。

短語：

speak volumes 具有巨大意義，意味深長

speak volume for 充分證明，有力地說明

by volume [化]按體積計(jì)

9. intention n. 意圖

eg: The company has every intention of keeping the share price high.

該公司有將自己的股票保持在高價(jià)的意圖。

短語：

with the best of intention 出于一片好心;好心好意

without intention 無意地

by intentionprep 故意

10. purchase v. 購買

eg: This week he is to visit China to discuss the purchase of military supplies.

本周他將訪問中國，討論軍用物資的采購。

短語：

option to purchase 購買選擇權(quán)

purchase order 訂購單，采購訂單

purchase contract 購貨合同

佳句采摘：

Mood may be defined as a temporary and mild positive or negative feeling that is generalized and not tied to any circumstance. Moods should be distinguished from emotions which are usually more intense, related to specific circumstances, and often conscious.

心情可以定義為一個(gè)臨時(shí)而輕微的積極或消極的感覺，是廣義而不受特定環(huán)境制約的。情緒應(yīng)有別于通常所說的情感，情感更為激烈，與特定的環(huán)境相關(guān)，而且往往是有意識(shí)的。