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Saving While Shopping 购物的省钱妙方

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繁體中文譯本

Stores are designed for impulse buys, so here’s how to fight back  商店的设计是为了刺激冲动购物，以下提供反击妙招

We all know it’s happening but that doesn’t mean you should let your guard down: Stores want – need – you to make impulse buys and spend more than you originally planned.

我们都知道以下情形正在发生，但这不表示你应该卸下心防：那就是商家想要──需要──你冲动购物，花费超出原本的预算。

Who doesn’t realize candy, sodas and pop magazines are deliciously stacked right next to the check out to entice you to spend just a little more before you leave? That’s an easy trick to spot.

谁不知道糖果、汽水和流行杂志赏心悦目地摆放在结账柜台旁，目的就是要引诱你在离开之前再多花一点钱？这是一看就知的小伎俩。

Here are more:  还有更多窍门：

Attack the sense: If your mom said, “Don’t go to the grocery store hungry,” she was on to something. Stores tend to turn your senses against you, subconsciously and continuously attacking your sense of smell and sight to get you to buy. Whether a grocery or department store, the smell of fried chicken, baked goods and hot-selling perfumes permeate certain aisles to get you thinking ….. of spending.

对感官下手：如果你母亲说：「别空着肚子去逛食品杂货店，」她一定对此心知肚明。商店往往会让你的感官跟你作对，透过潜意识持续地侵袭你的嗅觉和视觉，好促使你下手购买。不管是食品杂货店或百货公司，炸鸡、烘焙食品及热卖香水等香气弥漫走道，目的就是让你想……花钱。

What to do: Eat before you arrive, have a list in hand and get in and out as fast as possible.

应对之道：抵达前先吃东西，带着购物清单，速战速决地进去买完就立刻出来。

Aisle designs: Of course, the whole store is a giant maze engineered to get you to see as many products as you can. The newest, highest-priced products will sit on eye-level shelving, possibly bathedin warm mood light, to grab your attention. The older or lesser-priced goods will often be on shelves that are harder to get to.

走道设计：当然，整间店面简直是一座巨型迷宫，经过精心安排好让你尽量饱览琳琅满目的商品。最新、价位最高的商品会放置在与眼齐高的架子上，很可能沐浴在温暖氛围的光芒之中，以便吸引买家注意。放了较久或价格较低的商品通常放在较难拿取的架子上。

Also, be aware that the end of the aisle is a place where stores love to put new items, items for sale or popular items they want to sell more of because they know most shoppers stop at the end of the aisle.

此外，请留意走道尽头，商家喜欢在这里放置大力促销的新产品、折价品或热门商品，因为他们知道大部分购物者会在走道尽头驻足。

What to do: If you want an older product, off-brand product, or a cheaper product that is not in stock, do not compromise and buy the higher-priced item. Ask a clerk or manager whether the item you want is in a back room. If you still can’t get the lower-priced item, check a competitor.

应对之道：如果你要买问世较久的商品、非知名品牌或较便宜的商品，却没有现货，也不要勉强牵就而购买价位较高的产品。请问店员或经理，想要的商品是否放在后面仓房。如果还是买不到价位较低的产品，请查查另一家竞争对手是否有推出类似商品。

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impulse buy 冲动购物; 冲动购买 something that one buys suddenly and without thinking carefully

soda [ˋsodə] n. 苏打水; 汽水

deliciously [dɪˋlɪʃəslɪ] adv. 怡人地; 美美地

be on to something 了解…, 看透…  to realize something’s importance or intentions

aisle [aɪl] n.（戏院，列车，教堂等座席间的）通道，走道

shelving [ˋʃɛlvɪŋ] n. 棚架

off-brand 杂牌的；未注册的；非品牌 of or being a product sold inexpensively under a relatively unfamiliar brand name and often considered inferior to better known brands.

in stock 有现货或存货 available for sale or use; on hand

课文朗读

课文讲解

Shopping cart guerrilla warfare: I used to think stores stacked shopping carts in the front of the store for shopper convenience. Actually, they may just want you to have a big bin to drop lots of items into. It’s like the big dinner plate phenomenon: The bigger the plate, the more likely you are going to fill it up whether you’re that hungry or not.

购物车的奇巧战术：我以前总认为商家把购物车排放在商店前方是为了方便购物者。事实上，他们可能只是要你推着一个大容器，好让你丢进更多商品。这就像大餐盘现象：餐盘愈大，不管你饿不饿，都更有可能把它装满。

What to do: Go for the smaller handheld carriers if you are not shopping for a lot and skip the shopping cart.

应对之道：如果你没有要买大量物品，不妨选择较小的手提式购物篮，别用购物车。

Toys, electronics and other destination points: If you’ve ever shopped with a child, you know going in you’re going to have to stop at the toy aisle at least once. That’s why it’s usually located at the very back of the store, so you have to pass as many other products and items as possible as you trek there. The store hopes you’ll impulse buy all the way there and back. [It’s the] same with electronics, furniture and other high-profit items.

玩具、电子产品及其他产品区：如果你曾经带着小孩购物，就会知道进去的话，就得在玩具区至少停下来一次。这就是为何玩具区通常位于商店的最后方，因此你逛过去时，就非得经过其他众多产品及商品不可。商家希望你在来回的途中会冲动购物。电子产品、家具和其他高利润商品也是同样道理。

What to do: Bring a toy with you, taking your child’s interest at visiting the toy aisle away, or at least diminishing it.

应对之道：带着玩具，好转移小孩对于参观玩具区的兴趣，或至少降低那种兴致。

A few more tips  更多诀窍

If you have to travel to the back of the store, think about the trickery going on as you walk there. That should get you mad enough to grab your new electronic alarm clock and walk away as fast as possible. If you don’t have that discipline gene, grab just enough cash to make your purchase and leave your credit cards in the car, with a loved one or another place you feel is safe. It’s impossible to buy what you don’t have enough money for on hand.

如果你必须走到商店后头，想一想你走过去一路上可能面对的花招骗术。这应该会让你一肚子火，足以让你拿了新电子闹钟之后就尽速走开。如果你没有那种自律基因，就携带刚好足以支付购物的现金，并且把信用卡留在车上、交给亲人或放在其他你觉得安全的地方。手上没有足够现金就不可能多买。

−by Daniel Vasquez

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guerrilla warfare 游击战(引申为奇巧战术) the use of unusual methods to combat a problem

guerrilla [gə`rɪlə] n. 游击队（员）adj. 游击队的

warfare [ˋwɔr͵fɛr] n. 战争；交战状态

mad [mæd] adj.【口】恼火的

单词发音

Vocabulary Focus

let one’s guard down 让…卸下心防 to stop being carefully to avoid difficulty; to stop guarding oneself against trouble; to relax one's vigilance

entice [ɪnˋtaɪs] v. 诱使; 怂恿 to persuade someone to do something by offering them something pleasant

subconsciously [͵sʌbˋkɑnʃəslɪ] adv. 潜意识地 in a manner in which mental processes take place without the mind’s being entirely aware of its own activity

permeate [ˋpɝmɪ͵et] v. 充满; 弥漫 to spread through something and be present in every part of it

engineer [͵ɛndʒəˋnɪr] v. 精明地处理; 操纵; 策划 to arrange cleverly and often secretly to make something happen

compromise [ˋkɑmprə͵maɪz] v. 妥协; 让步 to lower or weaken your standards

trickery [ˋtrɪkərɪ] n. 耍花招; 欺骗; 哄骗 the use of certain actions to deceive or cheat people