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Bài tập thực hành

The way the brain buys

Supermarkets take great care over the way the goods they sell are arranged. This is because they
know a lot about how to persuade people to buy things.

Paragraph A

When you enter a supermarket, it takes some time for the mind to get into a shopping mode.
This is why the area immediately in side the entrance of a super market i s known as the
'decompression zone'. People need to slow down and take stock of the surroundings, even if
they are regulars. Supermarkets do not expect to sell much here, so it tends to be used more
for promotion. So the large items piled up here are designed to suggest that there are bargains
further inside the store, and shoppers are not necessarily expected to buy them. Walmart, the
world's biggest retailer, famously employs 'g reeter s' at the entrance to it s sto res . A friendly
welcome is said to cut shoplifting. It is harder to steal from nice people.

Paragraph B

PREP.VN
Immediately to the left in many supermarkets is a 'c hill zone', where customers can enjoy
brow si ng maga zines, books and DVDs . This is intended to tempt unplanned purchases and
slow customers down. But people who just want to do their shopping quickly will keep walking
ahead, and the first thing they come to is the fresh fruit and vegetables section. However, for
shoppers, this makes no sense. Fruit and vegetables can be easily damaged, so they should be
bought at the end, not the beginning , of a shopping trip. But psychology is at work here:
selecting these items makes people feel good, so they feel less guilty about reaching for less
healthy food later on.

Paragraph C
Shoppers already know that everyday items, like milk, are invariably placed towards the back of
a store to provide more opportunity to tempt customers to buy things which are not on their
shopping list. This is why pharmacies are also generally at the back. But supermarkets know
shoppers know this, so they use other tricks, like placing popular items halfway along a section
so that people have to walk all along the ais le looking for them. The idea is to boost 'dwe ll
tim e': the length of time people spend in a store. Having wa lk ed to the e nd of the fruit - and-
vegetable aisle, shoppers arrive at counters of prepared food, the fishmonger, the butcher and
the deli. Then there is the in - store bakery, which can be smelt before it i s seen. Even small
super market s now u se in - s tore bakeries. Mostly these bake pre - prepared items a nd frozen
ingredients which have been delivered to the supermarket previously, and their numbers have
increased,
even though central bakeries that deliver to a number of stores are much more efficient. They
do it for the sm ell of freshly baked bread, which arouses people's appetites and thus
encourages them to purchase not just bread but also other food, including ready meals.

Paragraph D

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Retailers and producers talk a lot about the 'moment of truth'. This is not a philosophical idea,
but the point when people standing in the aisle decide to buy something and reach to get it. At
the instant coffee section, for example, branded products from the big producers are arranged
at eye le ve l while cheaper ones are lower down, along with the supermarket's own- label
products. But shelf positioning is fiercely fought over, not just by those trying to sell goods, but
also by tho se arguing over how best to manipulate shop per s. While many stores reckon eye
level is the top spot, some think a little higher is better. Others think goods displayed at the end
of aisles sell the most because they have the greatest visibility. To be on the right-hand side of
an eye-level selection is often considered the very best place because most people are right-
handed and most peop l e's eyes drift rightwards. Some superm arkets reserve that for their
most expensive own-label goods.

Paragraph E

Often a customer struggling to decide which of two items is best ends up not buying either. In
order to avoid a situation where a customer decides not to buy either product, a third 'decoy'
item, which is not quite as good as the other two, is placed beside them to make the choice
easier and more pleasurable. Happier customers are more likely to buy.

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Exercise 1: Chọn đáp án xác định đúng changeable và unchangeable keywords trong các câu
thuộc đề Chart completion sau.
Lưu ý: Mỗi câu có 2 đáp án

The supermarket is sent ____ and other items which have been prepared earlier

Unchangeable keywords: supermarket, items

Changeable keywords: sent, items, prepared, earlier
Changeable keywords: supermarket, items, prepared, earlier
Unchangeable keywords: supermarket

Shoppers’ ____ are stimulated

Unchangeable keyword: shoppers

Changeable keyword: shoppers, stimulated
Câu không chứa unchangeable keywords
Unchangeable keywords: stimulated

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They are then keener to buy food, including bread and ____

Changeable keywords: then, keener, buy food, including

Unchangeable keywords: they, food, bread
Changeable keywords: keener, buy food, bread
Unchangeable keywords: bread

Exercise 2: Tìm trong đoạn trích dưới đây của bài đọc sau các keywords giống/ có liên quan
tới những từ IN HOA trong câu văn sau đây và viết chính xác chúng vào ô trống
Lưu ý: Không điền quá 4 từ cho mỗi ô trống

ĐOẠN TRÍCH:

Having wa lk ed to the e nd of the fruit - and- vegetable ais le , s hoppers arrive at counters of
prepared food, the fishmonger, the butcher and the deli. Then there is the in-store bakery, which
can be smelt before it i s seen. Even small super market s now u se in - s tore bakeries. Mostly

PREP.VN
these bake pre - prepared items a nd frozen ingredient s which h ave been delivered to the
supermarket previously, and their numbers have increased, even though central bakeries that
deliver to a number of stores are much more efficient. They do it for the smell of freshly baked
bread, which arouses people's appetites and thus encourages them to purchase not just bread
but also other food, including ready meals.

CÂU VĂN 1: The supermarket is sent ____ and other items which have been PREPARED
EARLIER: ___________

CÂU VĂN 2: Baking bread in-store produces an AROMA: ___________

CÂU VĂN 3: Shoppers’ ____ are STIMULATED: ___________

CÂU VĂN 4: They ARE THEN KEENER TO BUY food, including bread and ____: ___________ (gồm
4 từ)

Exercise 3: Từ đoạn trích dưới đây, hãy điền KHÔNG QUÁ 2 TỪ vào mỗi ô trống trong Chart
sau
ĐOẠN TRÍCH:

Having wa lk ed to the e nd of the fruit - and- vegetable ais le , s hoppers arrive at counters of
prepared food, the fishmonger, the butcher and the deli. Then there is the in-store bakery, which
can be smelt before it i s seen. Even small super market s now u se in - s tore bakeries. Mostly
these bake pre - prepared items a nd frozen ingredient s which h ave been delivered to the
supermarket previously, and their numbers have increased, even though central bakeries that
deliver to a number of stores are much more efficient. They do it for the smell of freshly baked
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bread, which arouses people's appetites and thus encourages them to purchase not just bread
but also other food, including ready meals.

___________
___________
___________

PREP.VN
Complete this note. Choose NO MORE THAN THREE WORDS from the passage for each
answer
___________ zone
- Retailers do not intend to ___________ things here
- Used to indicate they have more ___________
- “Greeters” are used to prevent ___________

Chill zone
- Make the shoppers flick through ___________, DVDs and books. The longer time they spend at
the supermarket, the more likely they are to make ___________ buying.
- Choosing ___________ before buying unhealthy products can make customers feel more
comfortable.

Exercise 5: Complete this note. Choose NO MORE THAN THREE WORDS from the passage for
each answer
The Psychology behind supermarkets
- Daily items are usually placed at the back of the store to increase shoppers’ ___________
- In in-store bakeries, the aroma of the freshly made bread encourages people to buy bread
and other ready meals.
- Along the aisle, the more well-known products are displayed at ___________ whilst less pricey
and supermarket-branded ones are at lower position
- It is argued that because most people’s eyes tend to move ___________, the most desirable
place for arranging the products is on the right-handed side.

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