EBAU practice

Brain scans to unlock mystery of shoppers' behaviour

https://www.telegraph.co.uk/news/science/science-news/10458359/Brain-scans-to-unlock-mystery-of-shoppers-behaviour.html

Shoppers will have their brains scanned in an attempt to discover whether spending too long in a supermarket really does lead you to make bad and impulsive decisions. Researchers will scan people's brains to examine how they react to promotions and special offers, and how their behaviour changes as they browse the aisles.

The mystery of consumers' behaviour, and how it can be influenced by anything from the layout of a shop's shelves to the music piped through its tannoys, is of crucial importance to retailers who spend millions trying to gain a competitive edge.

According to previous research there appears to be a point about 23 minutes after a customer begins shopping that they cease making decisions rationally and begin acting more on impulse.

Researchers from Bangor University and the shopping behaviour specialists SBXL will ask retailers to simulate a normal £80 grocery shop while having their brain imaged by an MRI scanner.

Because the participants need to be inside the 20-tonne machine, they will choose items from a list of products rather than browsing the shop on foot.

Experts will analyse changes in blood flow brain activity as the participants go through the shopping process, to identify any changes in attention span, and their ability to ignore brands surrounding those on offer.

Their theory is that after about 23 minutes of shopping customers will begin to tire and will start making decisions with the emotional part of their brain, which cannot accurately calculate value for money, rather than the cognitive part which governs logical decision-making.

Some studies have shown that a fifth of shoppers will buy items on special offer even if they are more expensive than the usual product, while nearly half ignore buy-one-get-one free labels and only take one item.

Dr Paul Mullins, a psychologist at Bangor University, said: "We are really excited about this new research opportunity. Using advanced brain-imaging techniques we hope to get a better understanding of how shoppers respond to special offers."

Question 1- Indicate whether the following statements are true or false and write down which part of the text justifies your answer.

a. The result of this study is decisive for shopkeepers.

a) True. The mystery of consumers' behavior …. is of crucial importance to retailers who spend millions trying to gain a competitive edge

b. When people start their shopping, they often act logically.

b) True. Their theory is that after about 23 minutes of shopping customers will begin to tire and will start making decisions with the emotional part of their brain, which cannot accurately calculate value for money, rather than the cognitive part which governs logical decision-making.

c. More than half of the shoppers buy buy-one-get-one free labels

c) False. Some studies have shown that a fifth of shoppers will buy items on special offer even if they are more expensive than the usual product, while nearly half ignore buy-one-get-one free labels and only take one item.

Question 2-Answer the following questions in your own words.

a. What is the purpose of the study?

 a) The purpose of the study is to find out if shoppers change their way to decide about their shopping once they have been at the shop for a long time.

b. How will the research be carried out?

b) There will be a virtual grocery shop where customers will choose products from a list. While they are doing this, their brains will be examined by a scanner and later researchers will study the changes in the blood flow in their brains.

Question 3 - Find words or phrases in the text that correspond in meaning to the words and definitions given.

a. look around (par.1)                      a)  To browse

b. sellers (par.2)                               b)  retailers

c.  pretend (par. 4)                           c)  simulate

d. exactly (par.7)                             d)  accurately

Question 4 - Complete the following sentences without changing the meaning.

• Supposing the participants went through the shopping process, experts would analyse changes in in blood flood brain activity.
• If shoppers didn´t stay longer than 23m, they wouldn´t stop making rational decisions.  If shoppers stay longer than 23m, they will stop making rational decisions. (stayed/would stop making/wouldn´t make rational decisions)
• Unless items are on special offer, 1/5 of shoppers won´t buy them.
• Provided that customers had a list of items, they would choose products from the list

Online shoppers splash out
https://www.walesonline.co.uk/news/wales-news/537m-total-expected-online-shopping-1888497

Online shoppers are set to spend a total of £537m today in what is predicted to be the busiest internet shopping day of the year. Total spending on the day called Manic Monday is forecast to hit £22.4m an hour, according to shopping comparison website Kelkoo. The cold weather and a strike by London Underground workers are also expected to boost the number of shoppers choosing to buy online.

Visa Europe said the busiest online shopping day in the previous two years had been on the last Monday in November. It predicted transactions would peak in the lunch hour between 1pm and 2pm and again at around 7pm as shoppers go online after returning home from work.

A study found 74% of consumers planned to buy presents online this Christmas, with 30% looking to do more shopping on the internet than last year. Visa Europe commercial director Steve Perry said: "Shopping online is now a natural part of the gift-buying process for consumers and a key part of Christmas sales strategy for retailers.

The combination of monthly salaries being paid and people taking delivery times into consideration should combine to deliver a record day for internet shopping."
Retailer Argos also said it was predicting today to be the busiest for online delivery orders, falling after the last pay day before Christmas but still allowing time for delivery and wrapping before December 25. The busiest day on the high street is expected to be December 18.

Question 1 (3 points). Indicate whether the following statements are true or false and write down which part of the text justifies your answer.
a) More money is usually spent on buying items online on the last Monday in November.

True …… the busiest online shopping day in the previous two years had been on the last Monday in November
b) The number of people shopping for Christmas presents online will grow by 30% this year.

False. 74% of consumers planned to buy presents online this Christmas, with 30% looking to do more shopping on the internet than last year.
c) If you buy something online today, it will arrive before Christmas.

True. (…) still allowing time for delivery and wrapping before December 25.

Question 2 (3 points) Answer the following questions in your own words.
a) Why will there be even more people shopping online this year?

 The freezing temperatures and the fact that the people who work in the London Underground will be taking industrial action today as well as the fact that people have just received their monthly salaries will mean that there will be an increase in the number of people shopping online this year on this day.

b) What times of the day will most people buy things online today?

There will be two busiest times today: when people stop to have lunch between 1 and 2pm and later in the evening when workers arrive home.

Question 3 (2 points) Find words or phrases in the text that correspond in meaning to the words and definitions given.
a) to increase (Paragraph 1)       to boost 
b) predict (paragraph1)  (to) forecast

c) reach the highest point (Paragraph 2)  (to) peak 
d) important, crucial (Paragraph 3)   key 

Question 4 (2 points). Complete the following sentences without changing the meaning.
a) Cold weather and the underground strike will boost total spending.

Total spending wouldn´t boost/be boosted if the weather was good/if there was no strike.

b) People have just been paid and they will want their gifts to be delivered in time for Christmas.

If people hadn´t been paid, they wouldn´t have wanted/have got their gifts delivered.