People make healthier choices when buying online

廣西陸川中學(xué) 黃波諭

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海詞積累

1.scannern.掃描器；掃描儀

2.sophisticatedadj.復(fù)雜巧妙的3.revenuen.收益

4.initiativen.倡議；新方案

As more and more grocery shoppers turn to the Internet—some 4%of all groceries sold in the United States in 2016 were bought online,and the share is projected to reach 20%within a decade—retailers face increasing pressure to better understand their habits.A new study comparing digital and in-store buying sheds valuable light.

The researcher examined the purchasing histories of 34,000 households over two and a half years,usingscannerdata from a large supermarket chain that began rolling out an online option in 2015.When ordering online,the researcher found,households were less price-sensitive and less inclined to save money by searching for substitute items;they spent$49 more a month,on average,than when buying in stores.The increase was not evenly distributed:People spent more on categories that generally contain nutritious items,namely dairy items （an average rise of 3.8%）,fruit （5.9%）,meat （5.7%）,and vegetables （7.4%）,cutting back on drinks (a decrease of 5.2%),oils（4.1%）,and snacks and sweets （13.6%）.

“These results are consistent with behavioral theories that people make better decisions when they focus on the future,”the researcher said.The lag between ordering online and receiving the groceries could encourage healthier choices.And because the level of distraction（noise,the presence of children,and so on） and the influence of product placement are lower than in physical stores （no checkout lanes or end-of aisle displays）,consumers may have an easier time exercising self-control.“For retailers,a moresophisticatedonline pricing strategy,which includes the fact that the value of convenience appears to be different across the two purchasing environments,would likely lead to increased onlinerevenues,” the researcher wrote.“While for policy makers,initiativesthat promote healthier choices could improve the quality of food purchases.”

—FromHarvard Business Review

閱讀自測

1.Which word can best replace the underlined word “projected” in paragraph 1?

A.Planned. B.Expected. C.Adapted. D.Concluded.

2.What are the statistics in paragraph 2 about?

A.Food variety.

B.Table manners.

C.Consuming habits.

D.Restaurant service.

3.What does paragraph 3 mainly talk about?

A.The results of the new study.

B.The pricing strategy by retailers.

C.The content of behavioral theories.

D.The reasons for making online choices.

文本探究

探究視角1：語篇分析

近年來，隨著互聯(lián)網(wǎng)的迅速發(fā)展，越來越多的人選擇網(wǎng)上購物。網(wǎng)上購物的習(xí)慣給零售商們帶來了新的壓力。一項新的研究為了解人們的網(wǎng)購習(xí)慣帶來希望。通過研究34,000個家庭的購物歷史發(fā)現(xiàn)，盡管這些家庭希望通過網(wǎng)購省錢，但他們實際上平均每個月卻花費(fèi)得更多了，并且這些錢更多地被花在有營養(yǎng)物質(zhì)的商品上。人們在網(wǎng)購時會做出更健康的選擇的原因主要有：網(wǎng)上訂購和收到食品雜貨之間的時間延遲、購物時注意力的分散程度、網(wǎng)上產(chǎn)品布局的影響，以及零售商們更加精明的在線定價策略。

本文是一篇說明文，對網(wǎng)上購物使得人們做出更加健康的選擇這一現(xiàn)象進(jìn)行了解說。

本文的篇章結(jié)構(gòu)如下：

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探究視角2：語言學(xué)習(xí)

I.話題表達(dá)

retailern.零售商；零售店

grocery shoppers雜貨店購物者

be projected to reach 20%預(yù)計將達(dá)到20%

face increasing pressure to better understand their habits面對越來越大的壓力來更好地了解他們的習(xí)慣

purchasing histories采購歷史

be less price-sensitive對價格的敏感度降低

be inclined to save money by searching for substitute items傾向于通過尋找替代品來省錢

spend more on categories that generally contain nutritious items花更多的錢在通常含有營養(yǎng)物質(zhì)的商品上

make better decisions做更好的決定

the lag between ordering online and receiving the groceries網(wǎng)上訂購和收到食品雜貨之間的時間延遲

encourage healthier choices鼓勵更健康的選擇

the level of distraction分心的程度

the influence of product placement產(chǎn)品放置的影響

physical stores實體商店

a more sophisticated online pricing strategy更精明的在線定價策略

the value of convenience方便的價值

purchasing environments購物環(huán)境

online revenues在線收益

improve the quality of提高……的質(zhì)量

Ⅱ.高頻短語

turn to轉(zhuǎn)向

be projected to do預(yù)計……

shed light（on sth）使某事容易理解

roll out正式推出（新產(chǎn)品）

be inclined to do傾向于……

save money省錢

on average平均

be consistent with與……一致

focus on專注于

lead to導(dǎo)致；通向

Ⅲ.寫作推薦

時間狀語從句的緊縮現(xiàn)象

When ordering online,the researcher found,households were less price-sensitive and less inclined to save money by searching for substitute items.研究者發(fā)現(xiàn),在網(wǎng)上訂購時,家庭對價格的敏感度較低,也不太傾向于通過尋找替代物品來省錢。

【點(diǎn)石成金】本句中的the researcher found為主句，其余部分為賓語從句；為強(qiáng)調(diào)家庭在網(wǎng)上訂購的心理，賓語從句中的時間狀語When ordering online被提前到句首。When ordering online相當(dāng)于When households were ordering online，因賓語從句中的時間狀語從句的主語和賓語從句中主句的主語均為households，故將時間狀語從句的主語和be同時省略。

探究視角3：文化拓展

As more and more shoppers turn to the Internet when purchasing，do you think if they really make healthier decisions?Why or why not?