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Reading Expert 1(2020)
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Reading Expert 1(2020)
UNIT 15 - READING 1 Conceptual Consumption
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UNIT 15 - READING 1 Conceptual Consumption
Today, people consume to meet not only their physical needs but also their psychological needs. For example, when choosing a new smartphone, many people ignore its features. They simply choose a famous brand. In this case, it is the concept of the brand that they consume, not the product itself. This is known as conceptual consumption. There are several kinds of conceptual consumption. The first involves expectations — when we purchase something, we have an expectation of its value. In one experiment, pleasure centers in the brain were more active when people thought they were drinking expensive wine rather than cheap wine. In fact, however, both were the same cheap wine. This shows people's expectations can affect how pleasurable their experience of consuming is. The second type of conceptual consumption involves experiences. People want to possess new and interesting experiences they can show off to others. This kind of experience-seeking explains why some people choose to stay in a hotel made of ice rather than a fancy hotel. They are willing to accept an inferior physical experience to enjoy a superior conceptual one. The consumption of memories is the final type. People sometimes value the memory of an experience over the experience itself. For example, a couple that eats an amazing meal at a restaurant may never return for a second meal. This is because they worry that a second visit could ruin the special memory of their first experience. This shows concepts sometimes encourage us to consume less rather than more. Learning about conceptual consumption can help marketers understand the motivations of modern consumers and easily persuade them to purchase products.
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1 Today, people consume to meet not only their physical needs but also their psychological needs. 2 For example, when choosing a new smartphone, many people ignore its features. 3 They simply choose a famous brand. 4 In this case, it is the concept of the brand that they consume, not the product itself. 5 This is known as conceptual consumption. 6 There are several kinds of conceptual consumption. 7 The first involves expectations — when we purchase something, we have an expectation of its value. 8 In one experiment, pleasure centers in the brain were more active when people thought they were drinking expensive wine rather than cheap wine. 9 In fact, however, both were the same cheap wine. 10 This shows people's expectations can affect how pleasurable their experience of consuming is. 11 The second type of conceptual consumption involves experiences. 12 People want to possess new and interesting experiences they can show off to others. 13 This kind of experience-seeking explains why some people choose to stay in a hotel made of ice rather than a fancy hotel. 14 They are willing to accept an inferior physical experience to enjoy a superior conceptual one. 15 The consumption of memories is the final type. 16 People sometimes value the memory of an experience over the experience itself. 17 For example, a couple that eats an amazing meal at a restaurant may never return for a second meal. 18 This is because they worry that a second visit could ruin the special memory of their first experience. 19 This shows concepts sometimes encourage us to consume less rather than more. 20 Learning about conceptual consumption can help marketers understand the motivations of modern consumers and easily persuade them to purchase products.