新航道

  GRE作為申請美國研究生的必要條件之一，在GRE考試中，閱讀題的長篇專業(yè)文章都會(huì)消耗考生大量時(shí)間，所以就需要長期的積累和大量的閱讀。在備考中多數(shù)考生都缺乏對于原版專業(yè)讀物的閱讀量積累。眼界不夠開闊，面對陌生話題的文章就容易出現(xiàn)各種水土不服。為了避免這種情況發(fā)生影響得分，上海新航道小編 為大家每日更新精選GRE原版閱讀資料：謹(jǐn)防貝多芬的音樂刺激購買欲望。

  Music and shopping——Beware of Beethoven

  What you hear affects what you buy online

  EVER since Muzak started serenading patrons of hotels and restaurants in the 1930s, piped-in music has been part of the consumer experience. Without the throb of a synthesiser or a guitar's twang, shoppers would sense something missing as they tried on jeans or filled up trolleys. Specialists like Mood Media, which bought Muzak in 2011, devise audio programmes to influence the feel of shops and cater to customers' tastes. The idea is to entertain, and thereby prolong the time shoppers spend in stores, says Claude Nahon, the firm's international chief. Music by famous artists works better than the generic stuff that people associate with Muzak. The embarrassing brand name was dropped in 2013.  Online shopping is an under-explored area of merchandising musicology. A new study commissioned by eBay, a shopping website, aims to correct that. Some 1,900 participants were asked to simulate online shopping while listening to different sounds. Some results were unsurprising. The noise of roadworks and crying babies soured shoppers' views of the products on offer. Chirruping birds encouraged sales of barbecues but not blenders or board games.Sounds associated with quality and luxury seemed to be hazardous for shoppers' wallets. The study found classical music and restaurant buzz caused them to overestimate the quality of goods on offer and to pay more than they should. That backs up earlier research which found that shoppers exposed to classical music in a wine store bought more expensive bottles than those hearing pop.EBay wants consumers to avoid such unhealthy influences when shopping online. It has blended birdsong, dreamy music and the sound of a rolling train—thought to be pleasant but not overly seductive—to help them buy more sensibly. Retailers could presumably counter by cranking up the Chopin. “Classical music does seem to be the way to go” if your only interest is the narrow one of squeezing as much money as possible from your clientele, says the study's author, Patrick Fagan, a lecturer at Goldsmiths, part of the University of London.Few traditional shops are likely to use that tactic. H&M, a clothes retailer, airs “trendy, up-tempo” music from new artists, while Nespresso's coffee boutiques go for “l(fā)ounge-y” sounds, says Mr Nahon. Grocery stores, with a broad following, play top 40 hits. The tempo tends to be slower in the mornings, when shoppers are sparser and older, and becomes more allegro as the day goes on.Using the classics to set tills ringing may not be an option, but audio architects are thinking up new tricks for bricks-and-mortar stores. Mood Media is experimenting with an inaudible “digital tag”, attached to in-store soundtracks, which activates an app on shoppers' phones. The app can tempt them with discounts or provide more information about products. With luck, this will trigger more sales than a blast of Beethoven.

  音樂與購物：謹(jǐn)防貝多芬

  你所聽到的會(huì)影響你在網(wǎng)上購物時(shí)的選擇

  自從19世紀(jì)30年代Muzak開始為酒店和餐廳提供背景音樂開始，耳邊回蕩著的音樂就成了消費(fèi)者體驗(yàn)的一部分。消費(fèi)者在試穿牛仔褲或往購物車?yán)锾羯唐返臅r(shí)候，一旦沒有混音器的震動(dòng)作響或吉他的琴音，就會(huì)似乎覺得缺少了點(diǎn)什么。此類專業(yè)公司如Mood Media，設(shè)計(jì)音頻方案以影響顧客對商店的感覺，迎合消費(fèi)者的品味，且其在2011年收購了Muzak。該公司的國際業(yè)務(wù)總監(jiān)Claude Nahon說這一創(chuàng)意是為了使消費(fèi)者感到愉悅，并因此延長消費(fèi)者留在商店里的時(shí)間。比起普通的音樂，著名藝術(shù)家的音樂能更好的使消費(fèi)者與背景音樂建立聯(lián)系。這一尷尬的品牌名稱在2013年被放棄。網(wǎng)上購物是銷售音樂學(xué)有待開發(fā)的一個(gè)領(lǐng)域。由購物網(wǎng)站eBay委托進(jìn)行的一項(xiàng)新研究就是為了完善它。約1900名參與者被要求在不同的背景聲音下模擬網(wǎng)上購物。一些結(jié)果并不讓人意外。道路施工的噪音以及嬰兒的哭聲讓顧客對所提供的商品感到失望。鳥的嘰喳聲有利于燒烤工具的銷售而不利于攪拌機(jī)或棋盤類游戲的銷售。與品質(zhì)和奢華相聯(lián)系的聲音似乎可以使顧客的錢包大出血。研究發(fā)現(xiàn)古典音樂和餐廳的雜音可以使顧客高估所提供的商品的質(zhì)量，并使他們的花銷比本應(yīng)該的更多。這一點(diǎn)支持了一個(gè)早期研究發(fā)現(xiàn)：在酒行里，暴露在古典音樂中的顧客會(huì)比聽著流行樂的顧客購買更貴的酒。EBay希望消費(fèi)者在網(wǎng)購時(shí)能夠避免這些不健康的影響。混合了鳥鳴、夢幻般的音樂以及火車轉(zhuǎn)輪聲的音頻—被認(rèn)為是令人愉悅的，但不過于誘人的音樂—使得顧客購保持理智的同時(shí)又購買更多的商品。零售商們想必會(huì)通過把播放著肖邦音樂的音箱聲音調(diào)大來彼此競爭。Patrick Fagan，倫敦大學(xué)分部—金史密斯學(xué)院的講師，該研究報(bào)告的作者稱：“古典音樂似乎就是正確的選擇”，如果你唯一的興趣就是狹隘的想要從你的客戶身上榨取盡可能多的錢。很少有傳統(tǒng)商店會(huì)使用這一策略。Nahon先生說，服裝零售商H&M會(huì)播放來自新興藝術(shù)家的“新潮，快節(jié)奏”的音樂，而雀巢咖啡精品店會(huì)選擇“l(fā)ounge-y”這類懶洋洋的音樂。有著廣泛顧客群的雜貨商店會(huì)播放排行榜前40名的單曲。早上，顧客比較稀少且多為老年人時(shí)，就播放節(jié)奏舒緩的音樂，而隨后逐漸變快。使用傳統(tǒng)方式把收銀機(jī)設(shè)置收銀掃描時(shí)會(huì)響的模式可能不是一個(gè)好的選擇，但是音頻架構(gòu)師正為實(shí)體店鋪構(gòu)思新策略。Mood Media正在試驗(yàn)一種無聲數(shù)字標(biāo)簽，其與店內(nèi)背景音樂聯(lián)系在一起，且其可激活顧客手機(jī)上的一個(gè)應(yīng)用程序。此應(yīng)用程序可以提供折扣吸引顧客購買或?yàn)轭櫩吞峁└喈a(chǎn)品信息。幸運(yùn)的話，這將比貝多芬一段激蕩的音樂引發(fā)更高的銷售量。

  上面就是本次的GRE閱讀 文章，閱讀想要拿高分，一定要長期以往的堅(jiān)持閱讀，小編會(huì)定期跟新每日的閱讀內(nèi)容。

這個(gè)暑期，上新航道不糾結(jié)

 都是一樣的高分，卻是不一樣的高能，給你不一樣的體驗(yàn)

高能高分就來上海新航道暑假班 !

請加sunny老師（微信號(hào)：shnc_2018）

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