英語聽力文摘 超市的詭計

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購物和蜂鳥

Yaël: Did you know, Don, that your shopping habits maybe similar to a hummingbird’s?

Don: Are you going to tell me that hummingbirds are also sold on flash colors and miracle diamonds?

Y: No. But it turns out that hummingbirds do make shopping decisions as irrational as those of many humans. You see, supermarkets can get about a third of shoppers to switch from one brand to a second brand by introducing a third brand designed to draw attention to the target brand.

D: Wait! So when this decoy brand shows up on the shelf, suddenly shoppers find themselves more attracted to a brand they had previouslyignored.

Y: You got it, and while scientists aren’t surprised that humans shop irrationally, they are surprised to find that hummingbirds shop similarly. Hummingbirds require a lot of energy, and on top of eating quite frequently they prefer flowers containing either sweeter or larger volumes of nectar because they provide more energy. But that didn’t stop researchers from luring the birds toward less choice flowers. Similar to the supermarket strategy, a fake flowerbed was set up in order to divert the hummingbirds’ attention from their flowerbed of choice to a previouslyignored bed of flowers that would provide less energy. And it worked. The birds gave up high nectar concentrations for lower ones, all because of the introduction of more options.

D: Seems like a kind of cool trick you asked me.

Y: Not really. This technique could actually prove beneficial in conservation efforts to protect certain species of flowers, making them more attractive to pollinators such as hummingbirds.

Yaël: Don,你知道也許你的購物習慣和蜂鳥的相似嗎?

Don:你是想告訴我蜂鳥也鐘愛又大又亮的鉆石嗎?

Y:不是，事實上，和人類一樣，蜂鳥也會非理性購物。你知道，超市會通過介紹第三品牌來將大約1/3顧客對一種品牌的關注轉移到其它目標品牌。

D:等等!所以 “誘餌”品牌上架了，也許顧客以前忽視某個目標品牌，會變得更關注該品牌。

Y:就是這樣!科學家一點都不驚訝人類的非理性購物，倒是蜂鳥類似的消費習慣讓他們大吃一驚。蜂鳥需要補充很多能量，所以在選擇食物時，通常會選擇花蜜蜜甜多汁的花朵。但是，科學家依然成功地引誘蜂鳥選擇平時很少選擇的花朵。和超市的策略一樣，用假花轉移蜂鳥注意力，讓蜂鳥選擇花床提供更少能量的花朵。蜂鳥果真沒有選擇花蜜更甜的花朵，反而選擇了花蜜更少的，這都歸功于多選擇性。

D:真是騙人的鬼把戲。

Y:可別這樣說，這種方法有利于保護一些花種，可以幫助它們吸引比如蜂鳥等的傳粉者。

irrational:不理性的