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外刊阅读20240923｜五星好评不如搞笑好评

考研英语外刊阅读 · 公众号 · · 2024-09-23 07:59

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上期划线句答案

There are few businesses more sensitive to interest rates than banks. That ’s because lenders generally make money off the difference between what they pay depositors and what they charge to borrowers, such as home buyers in need of mortgages and trading firms who want leverage to supercharge their bets.

没有哪个行业比银行对利率更敏感。这是因为银行的盈利主要来自于他们支付给存款人和向借款人（比如需要抵押贷款的购房者以及希望利用杠杆进行交易的公司）收取的利息差额。

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本期内容

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双语阅读

Para.1

Consumers may enjoy reading funny or sarcastic online product reviews, but does it influence what they buy? That’s the question my colleagues Susan Mudambi, David Schuff, Ermira Zifla and I wanted to answer with our new research into “ pseudo -reviews.” By that, I don’t mean fake reviews that are designed to mislead consumers. Rather, pseudo-reviews, which could be written by anyone, are typically intended to amuse or wink at the reader, often while saying something genuine about the product.

消费者可能会喜欢阅读有趣或讽刺的线上产品评价，但它会影响他们的购买选择吗？这是我与同事苏珊·穆丹比、大卫·舒夫和埃米拉·齐夫拉通过研究“伪评价”想要探讨的问题。我并不是指伪评价是要故意误导消费者的虚假评价，相反，它是指可能由任何人撰写的，目的是搞笑或着给读者递眼色，同时也常常对产品表达真实意见的评价。

1. pseudo

/ˈsjuːdəʊ/

adj. 假的，伪装的

n. 假冒者，不真诚的人

Para.2

We found that the answer to the question is yes – but not in an entirely straightforward way. The whimsical nature of these reviews engages consumers, making them more interested in the product. A real-life example of this was in 2009, when thousands of reviews appeared on Amazon.com for a T-shirt featuring an image of three wolves howling at the Moon. The reviews, humorous, over the top and obviously made up, went viral, and the shirt became a bestselling item in Amazon’s apparel line.

我们发现这个问题的答案是肯定的——但并不完全简单。这些评论异想天开的风格吸引了消费者，使他们对产品更加感兴趣。2009年有一个现实的例子，亚马逊网站上在一个印有三只狼对着月亮嚎叫图案的T恤下面出现了数千条评论。这些评论幽默、夸张，显然是虚构的，迅速走红，这款 T 恤因此成为亚马逊服装类中的一款畅销产品。

1. whimsical

/ˈwɪmzɪkəl/

adj. 古怪的；异想天开的；反复无常的

2. over the top 过分的

Para.3

We reached our conclusions after conducting two separate online experiments in which we asked about 450 participants to read a series of product reviews based on actual reviews from Amazon. Some were genuine, but others were tweaked to sound funny or sarcastic, with positive and negative examples of each. Afterward, we asked about levels of amusement, uncertainty about the product and how likely the participants were to purchase the product.

翻译划线句，在文末留言打卡，答案下期公布~ 这些评论中有些是真实的，另一些则经过修改，听起来幽默或讽刺，包含正面和负面的例子。之后，我们询问了受试者的娱乐感、对产品的怀疑程度，以及他们有多大可能会去购买该产品。

1. tweak

/twiːk/

v. 扭，拧; 稍稍调整(机器、系统等); 轻微拉伤，轻微扭伤; 批评，取笑; 激动，兴奋(尤指在安非他命等兴奋剂作用下)

n. 扭，拧; 微调，稍微调整; 轻微的拉伤(或扭伤)

Para.4

We found that a humorous review increases the feeling of amusement in a shopper and could make them more likely to purchase a product than if they had read a genuine and more serious review. We also found that a funny review can have the opposite effect by increasing consumer uncertainty, such as when the product is a complex item such as a flat-screen TV.

我们发现，幽默的评论会增加购物者的趣味性，让他们比阅读真实的、更严肃的评论更有可能购买产品。我们还发现，有趣的评论会增加消费者的不确定性，从而产生相反的效果，例如当产品是平板电视等复杂产品时。

1. flat-screen

/ˈflætˌskriːn/

n．平板屏幕

adj．平板屏幕的：与平板屏幕有关的

外刊阅读20240923｜五星好评不如搞笑好评

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