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Lesson 7 Human BUYology
1
Have you ever been to a store not intending to buy anything only to come home/ with
an armful of
goods?
2
Believe it or not, the hard sell starts long before you hit the mall. Danish-born marketing expert
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到着する
Martin Lindstrom carried out research (to find out about the brain's "buy" switch in collaboration with
respected neuroscientists. He revealed that companies are discovering (that they'd be better off not just
利調な
inundating us with logos, but appealing to our sensory shopping as well.
3
1.)]
Our senses are incredibly important in helping us interpret the world around us, and in turn play a
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Q1
critical role in our behavior.) Of all our senses, smell is the most primal, the most deeply rooted. When we
smell something, the odor receptors in our noses make a beeline to our limbic system. (which controls our
emotions, memories, and sense of well-being.) As a result, our gut response is instantaneous. With all
✓but
other senses, you think before you respond, but with scent, your brain responds before you think.
re
id
the
se
sau
r
4
This helps us understand why most modern supermarkets now have bakeries so close to the store
entrance.
I
Not only does the fragrance of just-baked bread signal freshness and evoke powerful feelings of
知らせる
倒置
comfort and domesticity, but store managers know that when the aroma of baking bread or doughnuts
assails your
nose you'll get hungry to the point where you just may discard your shopping list and start
~の程度まで
picking up food you hadn't planned on buying)] In fact, the whiff of baking bread has proven a profitable
Q2
ercise (in increasing sales across many product lines) In Japan, Matsuzakaya Department Store releases
different scents into the air depending on the time of day; stimulating scents are released early in the day to
刺激的な
invigorate shoppers, while soothing scents are released later in the day. All are aimed at encourag
int
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customers to spend as much time and money in the store as possible.
5
The potential of sensory marketing does not end here. Stores know quite well the extent to which t
への程度まで
senses are intertwined; that sight can help you imagine touch and that the sense of touch enhances a sens
of belonging. Indeed, we like to stroke, fub, caress/an
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and run our fingers through the garments we are
considering before we commit to buying them-kind of like a sensory test run. Why do you think those
ables of clothing at GAP and UNIQLO stores/are positioned where they are? To be looked at?
6
Of course not. They're there awaiting your fingers. This is why stores place/piles of appealingly
textured clothes at their entrances they cry out to be handled and tried on, drawing you inside the store.
求める 触る
(where further temptation awaits.) The sense of touch serves to evoke associations of a collaboration and
partnership between you and the product as you embark on a journey together, hand in hand. This assaul
旅に出る
on your senses will be more effective in winning your mind, your loyalty and your dollars than you ever
hought possible.
7
So even if you wonder why there are moments when you seemingly lose control and end up on a
結局
shopping spree, don't worry. You may not be greedy: /clever marketing strategies/were at work to tap into
衝動買い
your most primal urges.
p.59 脚注
x++=
He
means
that
引き出す
[23. People's buying behavior is biologically determined
by
the senses.
Q1 Which of our senses is the most primal?
Q2 What happens to the sales in supermarkets that have bakeries at their entrances?
Q3 What does the author mean by the title?

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Comprehension
A
1. D
B
Q1
2. A
3. C 4. B.
5. E
(a) importance
(e) touched
(b) Primal (c) increase (d) sight
(f) own
Q24
3→2→4→1
C
Opeer
O override
accumulate
assess
Orize
0
O virility
じっと見る
~に優先する
蓄積する
評価する
熟した
男らしさ