2020年9月12日雅思阅读真题+题目+答案：Psychology of new product adoption

2020年9月12日雅思阅读真题+题目+答案：Psychology of new product adoption

A

In today's hypercompetitive marketplace, companies that successfully introduce new products are more likely to flourish than those that don't Businesses spend billions of dollars making better "mousetraps" only to find consumers roundly rejecting them. Studies show that new products fail at the stunning rate of between 40% and 90%, depending on the category, and the odds haven't changed much in the past 25 years. In the U.S. packaged goods industry, for instance, companies introduce 30,000 products every year, but 70% to 90% of them don't stay on store shelves for more than 12 months. Most innovative products-those that create new product categories or revolutionize old ones-are also unsuccessful. According to one study,47% of first movers have foiled, meaning that approximately half the companies that pioneered new product categories later pulled out of those businesses.

B

After the fact, experts and novices alike tend to dismiss unsuccessful innovations as bad ideas that were destined to fail. Why do consumers fail to buy innovative products even when they offer distinct improvements over existing ones? Why do companies invariably have more faith in new products than is warranted? Few would question the objective advantages of many innovations over existing alternatives, but that's often not enough for them to succeed. To understand why new products fail to live up to companies' expectations, we must delve into the psychology of behavior change.

C

New products often require consumers to change their behavior. As companies know, those behavior changes entail costs. Consumers costs, such as the activation fees they have to pay when they switch from one cellular service provider to another.They also bear learning costs, such as when they shift from manual to automatic automobile transmissions. People sustain obsolescence costs, too. For example, when they switch from VCRs to DVD players, their videotape collections become useless. All of these are economic switching costs that most companies routinely anticipate.

D

What businesses don't take into account, however, are the psychological costs associated with behavior change. Many products fail because of an universal, but largely ignored, psychological bias: People irrationally overvalue benefits they currently possess relative to those they don't. The bias leads consumers to value the advantages of products they own more than the benefits of new ones. It also leads executives to value the benefits of innovations they've developed over the advantages of incumbent products.

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Questions 28-31

Use the information in the passage to match the people (listed A-C) with opinions or deeds below. Write the appropriate letters A-C in boxes 28-31 on your answer sheet.

A. Richard Thaler

B. Everett Rogers

C. Kahneman and Tversky

28. stated a theory which bears potential fault in application

29. decided the consumers1 several behavior features when they face other options

30. generalised that customers value more of their possession they are going to abandon for a purpose than alternative they are going to swap in

31. answered the reason why people don't replace existing products

Questions 32-36

Do the following statements agree with the information given in Reading Passage 3

In boxes 32-36 on your answer sheet, write

TRUE            if the statement is true

FALSE           if the statement is false

NOT GIVEN  if the information is not given in the passage

32. The products of innovations which beat existing alternatives can guarantee a successful market share.

33. The fact that most companies recoginised the benefits of switching to new products guarantees a successful innovation

34. Gender affects the loss and gain outcome in the real market place.

35. Endowment-effect experiment showed there was a huge gap between seller's anticipation and the chooser's offer.

36. Customers accept the fact peacefully when they are revealed the status quo bias.

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