THE SCIENCE OF SHOPPING 1
THINK AND DISCUSS (page 1)
1. Answers will vary.
2. Possible answers: The title suggests that there is a science to shopping behavior. The unit may be about the psychology of shopping.
EXPLORE THE THEME (page 2)
1. Answers will vary.
2. Possible answers: Positive changes may be that shopping is more convenient, it is easier to pay for things with a credit card, there are more choices, and you can buy things from all over the world. Negative changes may be that it is too easy to spend money with credit cards, there are too many choices, and people buy too many things.
3. Possible answers: It seems likely that online shopping will continue to be popular and that companies will try to make it as easy as possible for customers to get the goods they want quickly. If Amazon’s new store is successful, other retailers will probably copy that idea. However, there is also a chance that some stores will go back to more traditional methods of shopping in which customers are given excellent service by well-trained sales people.
Lesson A
VOCABULARY
A (page 4)
1. Possible answers: Advantages: fresh produce; good prices; personal service; pleasant atmosphere.
Disadvantages: selection may be limited; exposed to weather; shoppers have to carry own purchases; may not be able to use credit card.
2. Answers will vary.
3. Answers will vary.
B (page 4)
1. complex
2. commercial
3. addictive
4. consumer
5. purchase
6. bargain
7. retail
8. assume
9. alter
10. bump
C (page 5)
1. retail
2. altered
3. assumed
4. bumped
5. purchase
6. bargain
7. consumers
8. addictive
9. commercial
10. complex
D (page 5) Answers will vary.
LISTENING
A (page 6) Possible answers:
Before: make a list; research a product online; compare prices; decide where to shop
During: try on or try out item; ask questions of salesperson; compare with other similar items; examine for quality; purchase item
After: check purchase at home; make sure it fits or works; write a review; return an item
B (page 6)
Environmental psychologists study two things: how people behave in different situations and why they behave in those ways.
C (page 6)
a. how some stores try to influence their customers’ behavior
c. what factors might cause shoppers to take certain actions
D (pages 6–7)
1. √ Consumers generally behave in complex ways when shopping.
2. √ For shoppers, being bumped is sometimes bad but sometimes OK.
4. √ Buying items at bargain prices can improve a person’s mood.
7. √ Shopping when feeling bad can lead to increased spending.
8. √ A number of different factors can affect how shoppers behave.
E (page 7)
a. 2 ; b. 4; c. 3; d. 1
F (page 7) Possible answers: Main ideas:
consumer behavior is complex; personal space depends on prices of items and numbers of shoppers; bargains can improve mood; stores use
our emotions to change behavior; guest offered various tips about when you shop in stores and shopping online
G (page 7) Answers will vary.
SPEAKING
A (page 8) Answers will vary but should include the following conditionals.
1. If I need to buy clothes, I usually go …
2. If I have some free time next weekend, I …
3. If I were planning my perfect vacation, I would go …
4. If I wanted to have a special celebration, I would go to …
B (page 8) Answers will vary.
C (page 9) Answers will vary.
D (page 10)
1. Pro: easy, convenient; Con: may spend more than you should
2. Pro: fun; friends can help you decide; Con: friends may persuade you to buy something you don’t need or want
3. Pro: convenient; enjoyable; Con: expensive; you may eat more in a restaurant
4. Pro: see something new; experience different culture; Con: expensive, language barrier
E (page 10) Possible answers:
LESSON TASK
A (page 11) Answers will vary.
B (page 11) Answers will vary.
Video
A (page 12)
1. irresistible
2. concession stand
3. rip off
4. head over
5. influence
6. out of line
7. decoy
8. appealing
B (page 12) Answers will vary.
C (page 13)
b
D (page 13)
1. 3; 2. money; 3. medium / med.; 4. 7; 5. value / bargain
E (page 13)
Possible answer: This video showed two experiments to illustrate the decoy effect in a movie theater. In the first experiment, customers had a choice between a small and a large popcorn, and they chose the small. They felt that the large was a lot of money. In the second experiment, customers could choose between a small, medium, and large. They chose the large because it seemed like a good value when compared with the size and price of the medium. The medium size acted as a
decoy and focused attention on the large.
F (page 13)
1. Answers will vary.
2. Answers will vary.
3. Possible answer: Businesses offer special sales and discounts; they create an atmosphere in the store that makes customers feel welcome; sometimes they have excellent customer service.
Lesson B
VOCABULARY
A (page 14)
1. identifying as either male or female
2. a necessary but boring task
3. to do things with other people
4. to do something such as an experiment
5. information discovered through research
6. support and commitment
7. an important task
8. causing somebody to be upset
9. not currently available to buy
10. as much as is necessary
B (page 15)
1. Answers will vary.
2. Answers will vary.
3. Possible answers: gardening, cooking, practicing music, shopping
C (page 15)
1. frustrated; 2. exciting; 3. boring; 4. relaxed; 5. interested
LISTENING
A (page 16)
1. Possible answers: It seems humorous, although it is presented as if it is the actual path that shoppers took through a mall. It does clearly
make the point that women like to browse while men like to go in and make a purchase.
2. The title probably means that men go to stores to buy things, while women go to stores to browse and look at items, and maybe to buy
something.
B (page 16)
1. c ; 2. b; 3. a
C (page 17)
Check Men for 1, 2, and 4.
Check Women for 3 and 5.
D (page 17)
1. Answers will vary.
2. Possible answers: Men may be more goal oriented. Men may not care as much about clothing or fashion. Men may be less interested in the social aspects of shopping than women. Women may be more influenced about what others think and may want to make more careful
choices. Women may enjoy the process of shopping (touching things, looking at things, imagining owning things).
E (page 17) Answers will vary.
SPEAKING
A (page 18)
1. 80%; 2. 20; 3. 46%; 4. 68%; 5. 60%
B (page 18) Answers will vary.
C (page 19) Answers will vary.
D (page 19) Answers will vary.
FINAL TASK
A–C (pages 19–20) Answers will vary.
