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  3. Amid weak job and housing markets, consumers are saving more and spending less than they have in decades, and industry Professio

Amid weak job and housing markets, consumers are saving more and spending less than they have in decades, and industry Professio

admin2011-04-04  71
问题     Amid weak job and housing markets, consumers are saving more and spending less than they have in decades, and industry Professionals expect that trend to continue. Consumers saved 6.4 percent of their after-tax income in June. Before the recession, the rate was 1 to 2 percent for many years. In June, consumer spending and personal incomes were essentially flat compared with May, suggesting that the American economy, as dependent as it is on shoppers opening their wallets and purses, isn’t likely to rebound anytime soon.
    On the bright side, the practices that consumers have adopted in response to the economic crisis ultimately could make them happier. New studies of consumption and happiness show, for instance, that people are happier when they spend money on experiences instead of material objects, when they relish what they plan to buy long before they buy it, and when they stop trying to outdo the Joneses.
    If consumers end up sticking with their newfound spending habits, some tactics (策略) that retailers and marketers began using during the recession could become lasting business strategies. Among those strategies are offering goods that makes being at home more entertaining and trying to make consumers feel special by giving them access to exclusive events and more personal customer service.
    While the current round of stinginess may simply be a response to the economic downturn, some analysts say consumers may also be permanently adjusting their spending based on what they’ve discovered about what truly makes them happy or fulfilled.
    "This actually is a topic that hasn’t been researched very much until recently," says Elizabeth W. Dunn, an associate Professor in the psychology department at the University of British Columbia, who is at the forefront of research on consumption and happiness. "There’s massive literature on income and happiness. It’s amazing how little there is on how to spend your money."
    Studies over the last few decades have shown that money, up to a certain point, makes people happier because it lets them meet basic needs. The latest round of research is, for lack of a better term, all about emotional efficiency: how to reap the most happiness for your dollar.
    So just where does happiness reside for consumers? Scholars and researchers haven’t determined whether Armani will put a bigger smile on yore" face than Dolce & Gabbana. But they have found that our types of purchases, their size and frequency, and even the timing of the spending all affect longterm happiness.
    One major finding is that spending money for an experience - concert tickets, French lessons, sushi-rolling classes, a hotel room in Monaco - produces longer-lasting satisfaction than spending money on plain old stuff.
    "’It’s better to go on a vacation than buy a new couch’ is basically the idea," says Professor Dunn.
    Thomas DeLeire, an associate Professor at the University of Wisconsin discovered that the only category to be positively related to happiness was leisure: vacations, entertainment, sports and equipment like golf clubs and fishing poles.
What will happen if customers keep their spending habits formed in the economic downturn?
选项 A、They will get goods and services much cheaper.
B、It’s likely that they spend more time indoors.
C、Retailers will change their business strategies.
D、They will enjoy better services and experiences.
答案D
解析 根据题干中的customers和spending habits将本题出处定位到第三段。该段首先提到消费者最终将新形成的消费习惯坚持下去对零售商和营销者产生的影响；在衰退期间采取的一些措施就可能变成长期的商业战略。接着对此进行举例说明：提供一些让居家生活更有意思的商品；尝试着让消费者参与独家活动，获得更个性化的服务，进而让其产生不一样的感觉。[D](他们将会享受更好的服务和体验)正是对这些例子的概括总结，故答案为[D]。[A]在文中未提及，故排除。[B]是针对Among those strategies are offering goods that makes being at home mote entertaing设的干扰项。[C]与some tactics…become lasting business strategies矛盾，故排除。
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