单选题
Picturethis:You’reatamovietheaterfoodstandloadinguponsnacks.Youhaveachoiceofasmall,mediumorlargesoda.Thesmallis$3.50andthelargeis$5.50.It’satoughdecision:Thesmallsizemaynotlastyouthroughthewholemovie,but$5.50forsomesugarydrinkseemsridiculous.Butthere’sathirdoption,amediumsodafor$5.25.Mediummaybetheperfectamountofsodaforyou,butthelargeisonlyaquartermore.Ifyou’relikemostpeople,youendupbuyingthelarge(andtakingabathroombreakmidshow).Ifyou’rewonderingwhowouldbuythemediumsoda,theanswerisalmostnoone.Infact,there’sagoodchancethemarketingdepartmentpurposelypricedthemediumsodaasadecoy(诱饵),makingyoumorelikelytobuythelargesodaratherthanthesmall.IhavewrittenaboutthispeculiarityinhumannaturebeforewithmyfriendDanAriely,whostudiedthisphenomenonextensivelyafternoticingpricingforsubscriptions(订阅)toTheEconomist.Thedigitalsubscriptionwas$59,theprintsubscriptionwas$125,andtheprintplusdigitalsubscriptionwasalso$125.Nooneintheirrightmindwouldbuytheprintsubscriptionwhenyoucouldgetdigitalaswellforthesameprice,sowhywasitevenanoption?Arielyrananexperimentandfoundthatwhenonlythetwo"real"choiceswereoffered,morepeoplechosetheless-expensivedigitalsubscription.Buttheadditionofthebadoptionmadepeoplemuchmorelikelytochoosethemoreexpensiveprintplusdigitaloption.Brainscientistscallthiseffect"asymmetricdominance"anditmeansthatpeoplegravitatetowardthechoicenearestaclearlyinferioroption.Marketingprofessorscallitthedecoyeffect,whichiscertainlyeasiertoremember.Luckyforconsumers,almostnooneinthebusinesscommunityunderstandsit.Thedecoyeffectworksbecauseofthewayourbrainsassignvaluewhenmakingchoices.Valueisalmostneverabsolute;rather,wedecideanobject’svaluerelativetoourotherchoices.Ifmoreoptionsareintroduced,thevalueequationchanges.问:Forwhatpurposeis"thebadoption"(Line7,Para.3)added?
【正确答案】
C
【答案解析】推理判断题。定位句指出,不良选项(印刷版订阅费125美元)的增加使人们更有可能选择更昂贵的印刷版加数字版这一选项。由此可知,添加“不良选项”是为了诱使顾客购买价格较高的商品,故答案为C)“诱使顾客购买价格较高的商品”。