공통영어1 동아 이병민 4과 변형문제

Good afternoon, students. Today, I’d like to ____ about a topic that concerns us all: Money!

Do you think that you spend ____ wisely?

The ____ is that most people are not as rational as they think.

This is because ____ beings are easily influenced by psychological factors.

Let me illustrate my point ____ the following examples.

In 2010, Steve Jobs introduced ____ tablet computer to the world.

During the presentation, he said, “We’re going to price it under a thousand dollars,” which most people ____ meant $999.

He went on to talk about the features of the tablet and continued ____ justify why the tablet was worth buying.

At the end, he ____ “I am thrilled to announce to you that the pricing starts not at $999 but at just $499.”

The crowd ____ wild.

The tablet suddenly seemed ____ to everyone.

He put the $999 price tag in people’s minds at the beginning so that the $499 price would seem a lot cheaper ____ comparison.

Steve Jobs ____ something called the anchoring effect to his advantage here.

It works because people tend to rely on the first piece of information they receive ____ making decisions.

Let’s say you are shopping for a ____ jacket and the first one you see is priced at $100.

That’s too expensive, as you don’t want to spend more ____ $50.

Soon after, you see a ____ jacket from a different brand with a $70 price tag.

You think it’s affordable, even though the price ____ still beyond your budget.

This is because the first piece of information acts as an anchor that ____ your decisions later.

Here’s ____ common example.

Look at ____ two pairs of sneakers.

____ both are $50, but the way their price is presented is different.

Naturally, people are more drawn to ____ second pair.

This is because the original price serves as an anchor, making the discounted price ____ more reasonable in comparison.

____ is common for stores to use this kind of price anchoring as a way to encourage purchases.

Now let’s move ____ to another interesting effect.

In an experiment, one group of ____ was given a coffee mug and a second group a chocolate bar.

____ groups were told they could exchange their items.

A third group wasn’t given ____ and was told to choose either a chocolate bar or a coffee mug.

This group showed an equal ____ for the two items.

About half of the group chose the chocolate ____ and the other half chose the coffee mug.

This ____ that roughly half of the first and second groups would trade their items.

____ about 10 percent of the students in the first and second groups were willing to make the exchange.

Why is this? This is because people ____ something more when they own it.

This ____ the basic idea of the endowment effect.

People are less ____ to give up what they already have or trade it for something else.

Companies often use the endowment effect as a marketing ____

For example, ____ media streaming companies offer free trials to customers.

Once customers use the free trial, they feel ownership of ____ service, even if it’s temporary.

Consequently, they are ____ to value it more and are willing to pay to continue to own it.

Say that a company is offering free returns on a ____ within 30 days of purchase.

It seems like a good deal, since you can get a refund even after using the ____

But once you take this deal and establish ownership of the watch, it is unlikely ____ you will return it.

As we’ve seen, our spending can be influenced by factors that appeal to ____ emotions and mind.

I hope ____ short lecture gave you a chance to reflect on your own spending and helped you understand the reasons behind irrational purchasing decisions.