2011年12月六级阅读:心情差狂购物

会计考友

They don’t call it retail therapy for nothing. Shopping can actually make you happy， a study has found. 　　都说购物能让女性心情变好，这可不是水口说说的们最近一份研究调查证实了“血拼”的这一附加效果。
　　Treating yourself to something nice at the shops apparently has a ‘lasting positive impact on mood’ and leaves ‘few if any negative emotional side-effects’。
　　在商店中挑选一些心意的物品来犒赏自己，这样的行为能否给心情施加长久的正面的影响，并且很少会出现感情方面的消极的“副作用”。
. N( W7 J2 F2 Q' h　　It is a find that will prompt a sigh of relief from Britain‘s ailing retailers.
　　这样的发现对于零售消费商来说应该是个相当不错的喜讯。
* i7 y6 F  ]5 s- D　　Researchers conducted hundreds of interviews at shopping centres as well as asking shoppers to keep diaries of their shopping behaviour， moods and buys they regretted.
  D% P* M9 A, O& y3 ?　　研究人员们来到各大购物中心采访了不少的消费者，并让们他们将自己的购物习惯记录下来，把心情、或者购买了之后又后悔情况都写进“血拼日记”之中。
1 f' ~' W, t# G5 X; B) K4 E* G% n　　Those who said they were in a bad mood on their way into a shop were more likely to indulge in an impulse buy.
0 i. T0 S& N4 P  C; N) f　　他们发现，那些带着不好的心情前来购物的消费者更容易沉迷于冲动性的购物，并且被这样一种情绪支配。
& \1 H9 e# `' m$ k/ h  S　　A total of 62 per cent said they had bought something to cheer themselves up while 28 per cent said they had indulged as a form of celebration.
　 受访者中有62%的消费者表示，他们会买通过买东西来让自己心情好起来，另有28的人将“血拼”作为是庆祝的一种方式方法。
　　The study， published in the Journal of Psychology and Marketing in the U.S.， concluded： ‘Retail therapy purchases were overwhelmingly beneficial， leading to mood boosts and no regrets or guilt.’
& u$ R* X+ K) E, x; a" F　　这项研究的结果刊登在了美国《心理学与市场营销期刊》上，文章指出：“所谓的‘安慰式购物心理’对于商家的益处是不言而喻的，它能使消费者情绪高涨，并且不会有后悔或者内疚的心理。”
/ k5 H% c+ p7 g　　Selin Atalay and Margaret Meloy， the authors of the study， Retail therapy： A strategic effort to improve mood， said retailers could learn from the findings.
8 t: g( N. J! \1 p) N　　Selin Atalay和Margaret Meloy表示，研究的结果对于零售商有着很大的借鉴作用。
& |, i9 [$ M8 T9 g9 u　　They said： ’It is not suggested here that every retailer suddenly make a small treat item available at checkout to tempt consumers， or that mall planners strategically locate candy stores near every mall exit.
1 r8 c  Y1 ]) Z0 K% _5 [& v　　他们说：“我们的用意并不是要所有 的商家们突然都在收银台放置小点心招待消费者，或者是让购物中心把糖果店都搬到商城的出入口。”
3 b* a- H& T8 _　　‘What is suggested is that perhaps practitioners have it ’right‘ when they appeal to consumers with slogans that encourage them to buy themselves splurges.
9 ~/ x, o2 v8 E, a6 n9 F* O　　“我们希望消费者可以准确的掌握到这样一种讯息和实际，利用口号鼓励消费者为自己而消费。”
. D" H7 h# R! w( t+ A　　’There seem to be positive consequences to buying oneself a small treat： one does feel better.‘
! x5 M+ h! m+ V1 V; _6 u/ m" ]　　“给自己买些东西看以来将会产生正面的结果，并且会使得心情也好起来。”
　　The study did sound a cautionary note， saying that findings should be interpreted with care because the survey was ’self-selecting‘， because participants in a good mood were more likely to respond.
　　不过他们也指出这项研究结果仅仅只能作为一个“忠告”，在解读这项发现是应结果留意，因为消费者的“自我选择性”，因为接受访问的人在心情良好时更易作出回应。
　　Only one of those interviewed regretted splurging.
0 Z3 ^. L* n' U+ D6 _　　仅仅有一例受访者表示对于挥霍感到了后悔。
7 G: F- r( u" P! X9 o8 b　　Could it have been Keira Knightley? The actress told recently of her guilt at splashing out ?2，795 on a Burberry sheepskin coat.
7 j/ P: J4 T0 M, l( R1 B　　这个人说不定就是英国演员Keira Knightley，这位女星最近狠狠花了一笔，砸下2795英镑买些了一件Burberry的羊皮大衣。