B.
Imagine you are in a supermarket trying to get something for dinner.
You are torn between a tasty flank steak and a juicy pork tenderloin. The
decision is a difficult one to make because your favorite, the steak, is more
expensive. Will the situation be different if I told you they both cost the
same? We might all think that the decision will be easier as you will just
take the steak. However, a recent study suggests otherwise. They have found
that uniform pricing actually accentuates the differences between products,
which makes it harder to choose. In order to win customers’ hearts, all
companies strive to explore how pricing can sway customer choice.
Consumer psychology is what matters nowadays. The participants of the study were invited to review and compare two
items of similar nature, for example, potato chips of different brands. They
were shown the photos, descriptions, and price tags for each item. The
findings show that when the prices were a bit different, the products were
seen as being similar. That perceived similarity then made it easier for
subjects to choose between them, perhaps because one seemed as good as
the other. On the other hand, when the two items were tagged with the same
price, the participants then considered them a lot more different from each
other. The researchers explain that maybe when facing identical pricing,
consumers were forced to focus on what made the products different, such as
ingredients contained. Now, back to the dinner dilemma: will it be black
pepper steak sauce or creamy mushroom sauce?
【題組】59.What does “suggest otherwise” refer to here?
(A) People need to have a different decision making process.
(B) A different opinion on similar pricing and consumer choice is shown.
(C) The steak is the choice when two items are of the same price.
(D) People face dilemmas every day when they want to buy something.
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