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Buying Odds Increase for Products That Are Looked at Longer

商品会越看越顺眼,然后买回家

On September 10th we reported that people will pay more for snacks within reach. Now, another finding for the shopping science files -- when you're trying to decide between two snacks on the shelf, chances are you'll choose the one you look at just a fraction of a second longer. The study appears in the journal Nature Neuroscience.

上期节目我们报道说人们会花更多的钱买下触手可及的小零食,今天又来了一份有关购物的科学研究——当你为货架上的两种小食品摇摆不定时,你的目光在其中之一上停留的时间哪怕只多了几分之一秒,它也会成为你的必然之选。这项研究发表在《自然神经科学》杂志上。

Researchers recruited 39 students who are self-professed snack food junkies. They had the students fast for three hours, before rating the tastiness of snack foods like candy and chips. Then they asked the students to choose between pairs of snack foods they had previously rated as more or less equally desirable. And they tracked the subject's eye movements.

研究人员招募了39名自称是“零食大王”的学生,先让他们禁食三小时,然后给他们糖果、薯片之类的零食让他们品评。之后,他们找出几组零食,每组都有两个先前已被品评且基本在同一品级上的零食,再让这些零食大王们二选一,而研究人员则追踪他们的视线。

Just like when you're hovering in front of a grocery store shelf, the students looked back and forth several times, usually glancing first at the snack on the left. But 70 percent of the time, they ended up choosing the snack food they looked at for just a half-second longer. Which probably confirms something packaging designers have known for a while now - flashy, eye-catching wrappers could lure us into studying a snack for a bit longer - and, they hope, throwing it in our cart.

就好像在杂货店的货架前犹豫不定一样,这些学生反复思量,通常会先看一眼左边的零食。但在七成的情况下,他们最终会选择自己目光停留时间比较长的零食——虽然仅有半秒。这或许印证了包装设计者如今早已了然于心的理念——花里胡哨、吸引眼球的包装可以引诱我们对其打量更长的时间——而最终,当然也是他们所设想的,我们把这包零食丢进了购物车。

—Christopher Intagliata

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