中英文本

11.What Motivates Consumuers to Purchanse?
11.是什么让消费者掏腰包？
One factor that can influence consumers is their mood state. Mood may be defined as a temporary and mild positive or negative feeling that is generalized and not tied to any circumstance. Moods should be distinguished from emotions which are usually more intense, related to specific circumstances, and often conscious.
能够影响消费者的其中一个因素是他们的情绪状态。心情可以定义为一个临时而轻微的积极或消极的感觉，是广义而不受特定环境制约的。情绪应有别于通常所说的情感，情感更为激烈，与特定的环境相关，而且往往是有意识的。
In one sense, the effect of a consumer's mood can be thought of in much the same way as can our reactions to the behavior of our friends — when our friends are happy and "up", that tends to influence us positively, but when they are "down", that can have a negative impact on us.
从某种意义上说，影响消费者的情绪可以被认为是在大多程度上与我们对朋友的行为的反应相一致的。当我们的朋友感到高兴和“高昂”时，这往往会使得我们积极，但是当他们“低落”时，会对我们有一个负面的影响。

Similarly, consumers operating under a given mood state tend to react to stimuli in a direction consistent with that mood state. Thus, for example, we should expect to see consumers in a positive mood state evaluate products in more of a favorable manner than they would when not in such a state. Moreover, mood states appear capable of enhancing a consumer's memory.
同样，消费者在特定的情绪状态下对刺激物作出的反应与那个情绪状态相一致。因此，举例来说，我们应该会看到消费者在一种积极的情绪状态下对商品做出的评价比不在这种状态中进行的评价对商品更有利。此外，情绪状态似乎能够增强消费者的记忆。
Moods appear to be readily influenced by marketing techniques. For example, the rhythm, pitch, and volume of musice has been shown to influence behavior such as the amount of time spent in supermarkets or intentions to purchase products. In addition, advertising can influence consumers' moods which, in turn, are capable of influencing consumers' reactions to products.
情绪似乎容易受到营销技巧的影响。例如，音乐的节奏、声调和音量已被证明对消费者在超市逗留的时间和购买意愿等行为具有影响力。此外，广告可以影响客户的心情，发过来说，也就是能够影响消费者对产品的反应。

重点讲解

1.mood state 情绪状态

例句：Psychotic symptoms in bipolar disorder tend to reflect the extreme mood state at the time.
双向情感障碍的精神病症状往往表现出当时的极端心境状态。

2.distinguished from 通货膨胀压力

例句：Such forces are clearly distinguished from non-combatants by their uniforms and the fact that they bear arms.
这种武装人员从他们的制服及携带武器可以清楚的区分出非参战人员。
3.in turn 轮流
例句：We will examine each of these methods in turn.
我们将按照顺序依次分析这些方法。

4.marketing techniques 营销技巧

例句：It is visionary in its products and marketing techniques, but conventional in its working practices and goals.
它的产品和销售技术是梦幻的，但它的工作方法和目标却是传统的。