2026年6月英语四级听力真题 卷一 短文1

Passage One

短文一

Contrary to popular belief, consumers aren't as smart as they like to believe.

与大众普遍认知相反，消费者并不像自己以为的那样理性。

Many consumers report comparing multiple competing brands and prices when evaluating a purchase.

很多消费者称自己在选购商品时，会对比多家竞品品牌与价格。

However, research indicates that this is not actually the case.

但研究表明事实并非如此。

What consumers really think or feel often contradicts what they say.

消费者内心真实的想法与感受，往往和嘴上所说的完全不符。

A big reason is that they are driven by unconscious urges, the biggest of which is emotion.

主要原因在于，人们会受潜意识冲动支配，其中最核心的就是情绪。

Emotion is what really drives the purchasing behaviors and also decision-making in general.

真正左右人们消费行为乃至各类决策的，是情绪。

Good marketers keep in mind this important fact all the time.

优秀的营销人员始终牢记这一关键事实。

And examples of emotion-based campaigns are everywhere.

主打情绪共鸣的营销活动随处可见。

Think for a moment, what is actually being sold in most marketing campaigns?

不妨想一想，大多数营销活动真正售卖的是什么？

Luxury goods target our feelings of self-worth, acceptance, and status in the world.

奢侈品迎合人们对自我价值、他人认可与社会地位的追求。

Communication devices excite us by offering a connection to friends, family, and a broader network of people.

通讯设备能让我们心生愉悦，因为它搭建起我们与亲友、更广阔人际圈的联结。

And many other products, such as rings, target emotions related to love and relationships.

还有戒指等诸多商品，主打爱情与亲密关系相关的情感。

As marketers, we should focus on the features of the product, but we must also sell the lifestyle and the feeling.

身为营销者，我们既要突出产品本身的功能卖点，也要贩卖对应的生活方式与情绪体验。

The key is to highlight the emotional response a consumer will have by using the product.

核心要点是凸显消费者使用产品后所能获得的情绪感受。

To achieve the highest emotional response, we should target our consumer through many different senses.

想要最大化触动消费者情绪，就要调动消费者多重感官进行营销。

A lot of what drives consumers is subconscious behavior.

驱动消费者做出选择的大多是潜意识行为。

But this isn't a bad thing.

但这并非坏事。

There's nothing manipulative about helping consumers achieve desired states of emotion.

帮助消费者获得他们向往的情绪体验，算不上刻意操控。

Questions 16 to 18 are based on the passage you have just heard.

第 16 至 18 小题基于你刚刚听到的这篇短文。

Question 16. What does research indicate about many consumers when they evaluate a purchase?

问题 16：研究表明，很多消费者在选购商品时实际是什么情况？

Question 17. What do good marketers keep in mind all the time?

问题 17：优秀的营销人员始终谨记什么？

Question 18. What should marketers do besides stressing the features of a product?

问题 18：除了强调产品功能，营销人员还应当做什么？

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