【正文】 泰勒曾指出，消費者不善于決定 產(chǎn)品價值，總是需要“參照價格”來進(jìn)行比較。 Example: This frame of reference will be determined by the limitations on the rational man’s knowledge. Back Unit | One Language Points 1 Explanation of Difficult Sentences 2. (Para. 6) You may gladly spend $229 to get a hot media player, thinking it’s a deal pared with the highestpriced version and not blink that you could instead buy a palm puter at the lower price of $199 with more features. Analysis: A deal means a good bargain. Blink here means “hesitate”. Translation:一想到同最高價格版本相比是一筆不錯的交易，你就很可能 會高高興興地花 229美元購買一臺熱銷的媒體播放器，而對 于你能以 199美元的更低價格購買一部具有更多功能的掌上 電腦，你就連眼睛都不會眨一下。 Key: Stop straining to hear phone conversations in your car. Stop holding the steering wheel with one hand while you hold your cell phone in the other. Just plug this handy cell phone holder into the cigarette lighter of your car, and you can have telephone conversations while driving safely with both hands on the wheel and your eyes on the road. You’ll hear conversations loud and clear through your car’s radio speakers. It works with every make and model of cell phone. So simple to use, you can take it with you from vehicle to vehicle. Back Unit | One Write Through Describing a Picture 7 You are required to write three short paragraphs entitled “Stylish iPod Shuffle” for an advertisement in a students’ newspaper. An outline is given below for your reference. Unit | One Write Through Describing a Picture Unit | One Write Through Describing a Picture Unit | One Write Through Describing a Picture Back Unit | One SECTION IV Maintaining a Sharp Eye PASSAGE I PASSAGE II Information Related to the Reading Passage Text Language Points Read and Think Read and Complete Read and Translate Read and Simulate Read and Judge Read and Translate Information Related to the Reading Passage Text Language Points Read and Rewrite Unit | One Information Related to the Reading Passage Dan Ariely Dan Ariely (born in 1968 in New York) is an Israeli American professor of psychology and behavioural economics. He teaches at Duke University and is the founder of the Centre for Advanced Hindsight. Behavioural economics Behavioural economics and its related area of study, behavioural finance, use social, cognitive and emotional factors in understanding the economic decisions of individuals and institutions performing economic functions, including consumers, borrowers and investors, and their effects on market prices, returns and the resource allocation. The fields are primarily concerned with the bounds of rationality of economic agents. Behavioural models typically integrate insights from psychology with neoclassical economic theory. Behavioural analysts are not only concerned with the effects of market decisions but also with public choice, which describes another source of economic decisions with related biases towards promoting selfinterest. Richard Thaler Richard H. Thaler (born in 1945, in New Jersey) is an American economist. He is perhaps best known as a theorist in behavioural finance, and for his collaboration with Daniel Kahneman and others in further defining that field. Back Unit | One Any manager of a pany that deals with certain products or services successfully is a master of using pricing decoys and reference prices. So let’ s count the ways managers defend themselves with pricing: Price decoys Decoys, in marketing, are products, services, or price points that a business doesn’ t really want you to take, but rather it is used as a reference to make another product look better. Economist Dan Ariely gives the classic example of a Realtor who shows you a home that needs a new roof, right before taking you to a higherpriced house she really wants to sell. It’ s hard to tell if a $400 000 colonial house is a good deal — but pared with a $380 000 home that needs work, it looks quite good. Now consider, $499 for a palm puter? Well, pared with a smaller one with fewer features, it suddenly looks great. PASSAGE I Creative Strategies Prompt Consumers to Buy, Buy, Buy 1 Unit | One Exercises Back Decoys explain why a pany that sells electronic products often sells each gadget in a pricing series, such as a new palm puter’s $229, $299, and $399 price points for different storage capacities. You may gladly spend $229 to get a hot media player, thinking it’s a deal pared with the highestpriced version and not blink that you could instead buy a palm puter at the lower price of $199 with more features. The $399 “decoy” has clouded your judgment. The pany wins the best of both worlds — stoking demand for products that look like bargains and for all the decoys it sells at much higher prices. Yes, some people will spend $399 for a music player with slightly better technology — and the pany makes even fatter margins. Establish a high reference price Behavioural economist Richard Thaler has noted that consumers are really bad at making decisions about value and constantly need “reference prices” for parison. A dress costs $80. Is that too much? Not if it’s marked down 50 percent from $160. The trick is, that artificial $160 reference price may not really exist. The pricing strategy is brilliant. By staging a series of perceived technology innovations and then adding price decoys and reference prices, the pany makes us willing to pay more to do the same stuff we did 30 years ago: read magazines, type messages, watch shows or make phone calls. The munication breakthroughs are mostly an illusion, but with shiny aluminum in our hands, who cares what it c