Unit VI. Social Psychology 6 страницаBeyond marketing research, consumer psychologists have been called upon to study the consumer’s attitudes toward and the means for influencing his acceptance of devices or behaviour that are generally considered to be in his best interest, particularly in the fields of health and safety. Among many illustrations of this relatively new area of study are the individual’s responses to seat belts in automobiles as well as his attitudes concerning air pollution, smoking, and other health hazards. A consumer psychologist may also be consulted for studies aimed at understanding how attitudes may be changed (from Коваленко 2002).
Task 2. Translate the words and word combinations into Russian: 1) applied psychology; 2) to promote; 3) acquisition; 4) savings for college education; 5) involvement consumer decisions; 6) reference group; 7) brand recognition; 8) consumer’s attitude toward; 9) seat belts; 10) health hazard.
Task 3. In the text find English equivalents to the Russian words: 1) товары и услуги; 2) потребитель; 3) проводить время; 4) потреблять; 5) покупка; 6) оценка ожидаемых реакций; 7) маркетинговое исследование; 8) относительно новая область изучения; 9) загрязнение воздуха; 10) отношение к чему-либо.
Task 4. In the text find synonyms to the following words: 1) subdivision; 2) ways; 3) using, application; 4) consumer; 5) to differ; 6) sweets; 7) relevance; 8) to buy; 9) evaluation; 10) influence.
Task 5. In the table match antonyms:
Task 6. Translate the sentences into Russian: 1) Toyota tries to promote its automobiles as the best in their class. 2) Higher education in our country is free of charge. That’s why there is no need to have savings for college education as they do in Western countries. 3) According to transport rules, seat belts should be used not only on the first seats but also on the back. 4) Goods and services of our company are of the highest quality. 5) How do you spend your free time? 6) Marketing research in promoting food products in Japan is very important for our firm. 7) Artificial intelligence is a relatively new area of study. 8) Air pollution is of everybody’s concern. 9) What is your attitude to smoking?
Task 7. Answer the questions: 1) What is the definition of consumer psychology? 2) Does consumer psychology deal with behavioral expression of value? 3) What is the distinction made within involvement consumer decisions? 4) What is an example of high involvement consumer decision? 5) What does a person do in the case of high involvement consumer decision? 6) What are the characteristic features of low involvement choices? 7) What are consumer psychologist’s goals except marketing research? 8) What are the new areas of study in consumer psychology?
Task 8. Say whether the following statements are true or false, correct false statements: 1) Consumer psychology does not deal with providing information about goods and services. 2) The object of study in consumer psychology is examining in what way an individual spends his time and money. 3) If a person has low involvement consumer decision he analyses every detail of the future purchase. 4) Possible reactions from the reference group do not matter in the case of high involvement consumer decisions. 5) Brand recognition is extremely important in low involvement consumer decisions. 6) The shape and colour of package is equally important in high as well as low involvement choices. 7) A person is not influenced when it comes to health and safety.
Task 9. Read an abstract and choose proper words from the brackets to fit in the blanks (from Коваленко 2002): Applications of Consumer Psychology Since the techniques and procedures for conducting consumer research are very … (same, similar, similarly) to those used in opinion research or public opinion polling, psychologists engaged in … (consumer, consume, consumers) research are often engaged in public opinion studies as … (good, better, well). Opinion research is supported by foundations, government … (agencies, agency, agents), universities, the mass media, political organizations, and … (individual, individualism, individuals) and organizations hoping to shed light on social problems, propaganda, and group behaviour. Rarely does the consumer psychologist operate … (alone, along, alarm). Because consumer behaviour is interdisciplinary, it is common to find him … (works, working, rest) in the same office with advertising copywriters or account executives, public relations … (expert, expertise, experts), statisticians specializing in sampling and survey research, experts in marketing … (reserch, resirch, research), economists, and sociologists. The heaviest use of consumer psychology occurs in business and … (industry, industries, industrious), principally by advertising agencies, the mass media, private consumer marketing and public opinion research firms, and manufacturers … (itself, themselves, himself). Of particular importance is market segmentation research, which seeks to … (identifies, identified, identify) the needs, preferences, and perceptions of significant subgroups – socioeconomic, racial, and … (athnic, ethnic, ethnik) – that collectively account for larger heterogeneous … (social, socialist, society) systems. The process by which … (news, neo, innovations), like new products, diffuse and succeed, or fail to attract consumer’s interest, are receiving increased attention.
Task 10. Read an abstract and put words into blanks. Choose the words from the given list (from Коваленко 2002): On the more macroscopic level, the consumer psychologist may … (1) to assay what has come to be known as the “image” that one public group or another may have of a … (2), an agency of the government, or even of an educational … (3). Perhaps a nationally known manufacturer of appliances … (4) in determining the effect a large strike had upon its image. Consumer psychology is attracting students and developing its own … (5). Consumer activities are becoming integrated into all … (6) of government. Manufacturer, advertising media, educational institutions, hospitals, and communities are all … (7) in terms of their public image, seeking to improve the way they are being looked at.
Words: business firm, is interested, thinking, be invited, literature, institution, phases.
Task 11. Read the text and choose the best variant of answers to the questions: I’d rather be with people (by M.K. Flynn) Personal-training software can’t give me that personal touch. A year ago February, when the body I thought of as a trim size 6 unexpectedly demanded a size 10 dress, I turned to Weight Watchers and to the New York Road Runners Club for inspiration. The prep-rally atmosphere really worked: by June, I’d dropped 15 pounds and was running 15 miles a week. Last month, 5 pounds plumper after a lazy winter, the tech writer and me decided to see if new fitness software could prod me back on track. I knew what I wanted – an electronic personal trainer, on call 24 hours a day. It would figure out how fit I was, recommend an exercise regimen customized to my age (32), height (5 feet, 1 inch) and weight (then 116), and track my progress over time. Alas, I didn’t find it. I could accomplish all three tasks, but I’d need three separate programs. The two I found that promised to gauge my fitness level let me down in different ways. Mayo Clinic Sports Health and Fitness is a basic reference that goes from defining aerobic conditioning to explaining the food pyramid, with video clips on the proper form of exercises. The newly health conscious would probably find it instructive, but the bulk of the information was non-news to me. By contrast, Your Personal Fitness Trainer seemed too sophisticated. I couldn’t complete the fitness assessment without a professional trainer or doctor to measure my body fat – nor did I have the required weighted barbells or foot-high step. Whew. Mayo ’s test of my fitness was fun, but the results were disappointing – and not, it turns out, because I’m fit. After answering questions about my medical history and lifestyle, I had to run 1.5 miles as fast as possible (14 minutes) and perform as many sit-ups (30) and push-ups (20) as I could without stopping. Startled by my “low” overall grade and my “average” score for cardiovascular health, I consulted the software maker. We discovered a programming bug that the publisher didn’t know about; I did deserve a “high” cardiovascular mark after all, for example. While it won’t assess fitness, Multimedia Workout will tailor a regimen to the users height, weight, sex, age, metabolism and activity. The calculus for me: I can eat 1,824 calories a day to maintain my weight; to lose half a pound per week, I can consume 1,731 calories if I promise to exercise slightly more. The program provides the nutritional content of 5,000 foods, and, if you type in what you eat, will alert you when you’re short of vitamin C, say, or eating too much fat. The weight-lifting coaches at my gym are generally so swamped that I really appreciated the program’s on-screen demonstrations. Click on the upper arm of an anatomical drawing, and up pops a list of bicep machines and lifts for free weights. Click on the video icon, and a trainer demonstrates the proper form for the hammer curl, say, or the preacher bench curl. Want to try hammer curls? The program recommends a starting weight and number of repetitions. I was assigned six reps using 80 pounds. None of these programs makes it easy to review your progress. The best one I’ve seen for logging time-distance events like running or swimming is designed to do only that: Bill Rodgers’ Win Trainer. For each workout, you can record the temperature, hours of sleep the night before and even your mood as well as your time and distance. You can then see in graph form how you’ve improved, for example, or how cold, or hit, or lack of sleep affects your time. You can even track your shoes’ mileage in case you need help remembering when it’s time for a new pair. After a month of playing with these programs – only 2 pounds slimmer and still exercising sporadically – I’ve concluded that software can’t provide me what I need most: the support of like-minded people. Maybe I’ll try out the online services, where runners, mountain bikers and even snorkelers can encourage each other (from US News 1995).
Questions: 1) Why did the author turn to Weight Watchers? a) she gained weight b) she wanted to buy a dress c) she was lonely
2) When did she turn to the New York Road Runners Club? a) a week ago in February b) a year ago in March c) a year ago in February
3) For how long did she train in the Road Runners Club? a) fifteen months b) five months c) fifteen miles
4) What does she want to have to become fit? a) electronic personal trainer b) personal trainer c) a companion to run in the mornings
5) What was the drawback of Mayo Clinic Sports Health and Fitness? a) it was too informative b) it was for beginners only c) it did not contain video clips with exercises
6) What was the disadvantage in Your Personal Fitness Trainer? a) it was not on-line for 24 hours b) it was too expensive c) it was too difficult to follow all instructions
7) What was her result according to Mayo ’s test? a) discouraging b) excellent c) poor
8) What did Multimedia Workout suggested? a) to eat less meat b) to exercise three times a week c) nutritional programme and advice on exercises
9) Were there any positive items in the programmes? a) video demonstrations of different exercises b) advice on food programmes c) advice on surgery invasion
10) Which of the programmes could show progress? a) Your Personal Fitness Trainer b) Mayo Clinic Sports Health and Fitness c) Bill Rogers’ Win Trainer
11) Does she like Bill Rodgers’ Win Trainer? a) she loves it absolutely b) partially, but she is more ironical about it c) she does not like it at all
12) What did she decide after trying all these programmes? a) to go to the gym b) to live on a diet c) to find like-minded people to encourage her
Task 12. Read abstracts and answer questions (from US News 1995): 1) Do you need an allergy medicine that unstuffs your nose? Ask your doctor about new Flonase from Glaxo: it relieves sneezing and itchy, runny nose – and your stuffy nose as well. Flonase works where you need it, in your nose. It’s a new nasal spray that relieves nasal symptoms for sufferers of seasonal nasal allergies. You can take Flonase once a day. Flonase unstuffs your nose for a full of 24 hours. Flonase won’t put you asleep and it won’t keep you awake. Flonase doesn’t subject you to the drowsiness, sleeplessness, or nervousness associated with some antihistamines and decongestants. Flonase is not addictive. Flonase is comfortable to use. The most common side effects occurred in fewer than 7 of 100 people (comparable to placebo). These included nasal burning, nosebleeds, and sore throat. Flonase is a prescription drug, and its effectiveness depends on regular use. Flonase is not used to treat children under age 12. Only your doctor or health care professional can determine the best treatment option for you. No advertisement can provide all the information needed to prescribe a drug.
2) The better way. Clairol Men’s Choice vs. Just For Men. They both blend away gray in only 5 minutes. But that’s where the similarity ends. Clairol Men’s Choice offers superior conditioning that Just For Men just doesn’t have. Clairol Men’s Choice comes in a thick gel form. And Clairol Men’s Choice is gentler than Just For Men. With all the know how of the hair color experts… Clairol, of course. It’s the better way to blend away gray.
3) After my stroke, I thought I’d never play again. I didn’t think it could happen to me. My doctor said I had a small stroke. He called it a TIA. But that didn’t make the numbness in my arm and hand any less frightening. Then he said a regimen of aspirin, along with the right diet and exercise, could reduce my risk of another stroke significantly. Naturally I’m taking pure BAYER Aspirin now. Because there’s still so much more music in me waiting to be played. Ask your doctor how BAYER Aspirin can help you. For a free booklet of information about stroke and heart attack prevention, call 1-800-332-2253.
4) Actually, there already is a package of health benefits available to all Americans. They’re debating health care in Washington, but the fact is, excellent health benefits are already widely available – in every container of 100% pure Florida Orange Juice. Each eight-ounce glass of Florida Orange Juice has a full day’s supply of vitamin C. That’s important for everything from healthy skin to resisting infection. Vitamin C is also an antioxidant that may help reduce the risk of some types of cancer, when parts of a high-fiber, low-fat diet rich in fruits and vegetables. It’s also a good source of potassium, a mineral that is necessary in order for muscles to function normally. On top of that, orange juice is fat-free, cholesterol-free and sodium-free. So while the politicians continue to debate health care, there’s at least one thing you can do to take care of yourself.
5) Itching eyes. Sneezing. Sinus pain and pressure. Only Drixoral Allergy Sinus fights all of your worst symptoms for 12 hours. It lasts twice as long as Benadryl or Tylenol Allergy Sinus. And it’s more complete relief than Tavist-D. It’s the most complete long-lasting relief you can buy. So you’ll feel better longer. Take Drixoral. Fight harder.
Questions: 1) What style do these abstracts belong to? 2) Which abstracts are advertisements of medicines? 3) What medicines are against allergy? 4) What is advertised in the second abstract? 5) Why is orange juice so healthful? 6) Which abstract has a reference to a call-centre? 7) Which ads have a comparison of products? 8) Which of the products are not prescribed for children? 9) Which of the ads give the possible duration of the effect? 10) Which of the products are cholesterol-free?
Task 13. Translate an abstract into English: Обычно людей раздражают постоянные рекламные ролики, появляющиеся посреди любимой телепередачи или повторяемые сто раз за час по радио. Однако стоит обратить внимание на то, что как бы нам не нравилось это «засилье рекламы», мы постоянно следуем ей: выбираем Pepsi, читаем ТВ-парк, покупаем телевизоры Sony и т.д. Причем одна реклама действует на нас более эффективно, чем другая. Каждый человек объясняет этот парадокс по-своему. Но существует также и научная точка зрения, основанная на многолетних исследованиях, что делает ее более предпочтительной перед ненаучной, хотя нельзя с уверенностью сказать, что она является правильной. Реклама играет жизненно важную роль как стимулятор экономического роста. Ее можно считать так же развлекательной стороной жизни, а многие из творений специалистов по рекламе относятся к подлинным произведениям искусства. С середины 20 века применение массового психоанализа в рекламе стало основой деятельности торговых компаний. Специалисты по рекламе ухватились за психоанализ в попытке найти более эффективные средства для сбыта своих товаров, будь то продукты, идеи, отношения, кандидаты, цели или душевное состояние. Один специалист по рекламе однажды сказал, что женщины платят за крем во много раз дороже, чем за мыло, потому что мыло сулит им только чистоту, а крем – красоту. Люди покупают не ланолин – а надежду, не апельсины – а жизненную силу, не автомобили – а престиж.
Task 14. Read the text and say whether the statements are true or false, correct false statements: The discussion will be on an eating disorder, Anorexia Nervosa, a huge concern of our society. It is caused by a mixture of social, psychological and physical problems. It consists of various conditions which involve an obsession with food, weight and appearance to the degree where person’s health, relationships and everyday activities are threatened to fail. Statistics is dramatic. Anorexia became more common in developing countries in the past twenty years. 50% of Anorexics recover fully, another 20% recover only physically and reported mortality rate is 20%. Each year approximately one out of every two hundred females adolescents become anorexic. About 90-95% of all people who suffer from Anorexia Nervosa are females. The most vulnerable to this eating disorder are the ambitious, achieving girls and women between 12 and 25. However, in industrialized countries, the conditions are becoming more prevalent in all age groups and both sexes. The main trait of anorexia is when body weight is more than 15% lower than the expected one. It is caused by the fear of gaining weight that embraces excessive preoccupation with food and abnormal eating habits. Basically, it is an addiction that results in successive changes in mind and body. The progress of these changes follows predictable path from health to mental and physical devastation. This addiction is a result of self-starvation process. It means that a group of substances called endorphins is produced in the body which brings to addiction. These substances play major role in causing behavioral and mental changes characteristic of this condition and are responsible for perpetuating and maintaining anorectic behaviour throughout all stages of addictive process. The addiction concept of Anorexia Nervosa is made of two principles: the first states that majority of anorexic actions like behaviour and thinking are governed by the mechanism of reward. A person will self-administer by engaging in such behaviour whereas a non-addictive substance will not cause a person to continue automatically self-administration in order to get some pleasant experience. The second approach says that there is a direct causative relationship between the state of eating and the state of mood and feelings. Non-eating and weight loss promote a sense of well-being or improvement of depressed mood via release of endorphins. There are two types of Anorexia Nervosa. The first is a simple restriction of food. People usually starve despite the hunger pains that they suffer. The second type includes restriction of food and regular purging. It is done by means of laxatives, appetite suppressants or even self-induced vomiting. Anorexia Nervosa is a very complex disease. A wide variety of reasons underlie it. Most specialists agree that dieting is the basic entry line to disorder. Anorexics could be divided into two groups. First consists of those with concerns related to their weight. The second group is represented by people who have problem relations with oneself and others. The disorder is further complicated when braided with the social demand to put great emphasis on appearance and thinness. But generally it is nothing but the outcome of chronically depressed mood and constitutional inability to maintain an internal equilibrium. Anorexia more often affects women. Men are affected less, partly because it is believed that it is not suitable for a man who is not a gay to be over-concerned with his body. It is common that women magazines usually have ten times as many advertisements and articles on weight loss than men’s do. They make females bring back thoughts about their weight over and over again. Nowadays, mankind is bombarded by thousands of images of young, beautiful and extremely thin models smiling from everywhere: TV-screens, press and publicity boards. They make women think that each can achieve such thinness on a cost of a bit of suffering. Women may start correlating model’s success to their slim bodies. It can mislead to an idea that desired success is impossible without thinness. Anorexia Nervosa is a very complex disease that can affect almost anyone when influenced by certain surrounding situations. It occurs when someone looses control over dieting and becomes obsessed with food, weight, body size and shape. The main triggering factor is our society promoting thinness and putting excessive emphasis on appearance. It makes people want to conform to unrealistically thin models and in order to slim fall to starvation. Some will recover, some will stay marked by Anorexia Nervosa, and others will die (from US News 1995).
Statements: 1) Anorexia Nervosa is a psychological disorder. 2) Anorexia is widely spread in developed countries. 3) The majority suffering from Anorexia are males. 4) Anorexia Nervosa is based on the fear of gaining weight. 5) Anorexia is caused by starvation due to bad political and economic conditions. 6) Endorphins are responsible for behavioral and mental changes when a person eats more than it is necessary. 7) There is no direct causative relation between eating and mood. 8) There is only one type of this disorder when people restrict food. 9) The basic way to enter Anorexia is dieting. 10) There are three types of Anorexics: people concerning their weight, people with problem relations with others, and people with low self-esteem. 11) Thinness is promoted as the ideal of beauty in mass media. 12) People can recover from Anorexia Nervosa totally in a month.
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