英语翻译Picture yourself in a supermarket.You are navigating thr

英语翻译
Picture yourself in a supermarket.You are navigating through aisles,around people,occasionally dropping something in your cart.After about 20 min,you find yourself at the counter with 26 different items in your cart,among them a tuna pizza with anchovies,as well as bananas,peanut butter,detergent,and Ben&Jerry’'s NewYork Super Fudge Chunk® ice cream.Now,howdid all of these things endupthere?Sure,youpicked them yourself,butwhy?If youwould be probed to explain,for all 26 items individually,why you chose them,you would likely find yourself troubled.Afewchoices are easy to explain.For example,you were all out of detergent and you are going to a conference tomorrowand reallywant to bring two shirts that need to be washed first.Many other choices,however,will likely be introspectively almost blank.“"Ice cream?Well,I really felt like ice cream,I guess.”" The thing is,people often choose unconsciously,or at least almost unconsciously.The majority of the items you buy were chosen after nothing more than a fleeting moment of awareness (“"Ah yes,bananas”").During the 20 min you spent in the supermarket your consciousness was mostly occupied with things other than groceries.You thought about the coming conference,about the weird noise your car made while driving to the supermarket,or perhaps about whether Holland will beat Germany again in tonight’'s soccer game.
Traditionally,explanations of consumer behavior are cast in terms that are rooted in cognitive psychology (Bargh,2002).Before people buy,or choose,or decide,they engage in more or less elaborate,conscious information processing
(Chaiken,1980; Petty,Cacioppo,&Schumann,1983).Information processing may lead to certain attitudes,and these attitudes,in turn,may or may not affect decisions.The amount of information that is processed is dependent on various moderators,such as involvement (e.g.,Fazio,1990; Krugman,1965).In addition,the sort of information that finally influences your attitudes can differ too.Attitudes can be based more on cognitive beliefs,such as when one finds a product very useful,or more on affect,such as when a product has important symbolic meanings (Venkatraman & Mac- Innes,1985).However,various known moderators notwithstanding,the key always seems to be that people consciously process information before they decide what to buy (or eat,or drink,etc.).Although this emphasis on information processing is highly useful,it also has an inherent danger.The flavorof the approach is conscious and highly intrapersonal.That is,the general picture that emerges is that of a conscious decision maker who negotiates decisions based on processing the pros and cons of a certain product.There is no doubt that people sometimes do this,especially when such products are important
and expensive,but very often they do not.

想象你自己在一个超市里面.你在过道里穿行,绕过身边的人,偶尔扔一两件商品到你的推车里.过20分钟吧,在收银台前
你发现你的推车里有26件不同的东西,其中有配小银鱼的吞拿鱼披萨,也有香蕉、花生酱、洗涤剂哈有Ben&Jerry（牌子）纽约
特大厚乳脂冰激凌.所有这些东西是如何到这里来了?显然,那是你自己挑选的,可是为什么呢?如果你试图去解释这
26件东西的每一件,当时为什么要去选时,你会发现你自己都迷糊了.一些选择比较好解释.比如,你的洗涤剂用完了而且
你明天要去参加一个会议,你很想带两件衬衫去,可是你必须先将它们洗干净.可是,很多其他的选择,你却根本无从找到
内在的原因.“冰激凌?嗯,我猜我就是喜欢冰激凌.”问题来了,人们通常无意识的选择,或者至少是多数时候是无意识的.
你选择要买的大多数商品只不过是经过一瞬间的意识而已（“哦,对,香蕉”）.在超市里耗去的这20分钟里,你的意识基本上被除了
琳琅满目的商品之外的事所占有着.你想着即将来到的会议,想着驾车来到超市时你的车发出的奇怪噪音,又或许想着
今晚的足球比赛里荷兰是否会再次击败德国.
传统意义上,对消费者行为的解释付诸于认知心理学的一些术语中（Bargh,2002）.在人们买、选择或是决定以前,他们
多多少少的忙于进行复杂而有意识的信息处理（Chaiken,1980; Petty,Cacioppo,&Schumann,1983）.信息处理会
导致一些确定的态度,这些态度反过来也可能会影响决定.在处理的信息数量决定于不同的调节因子,比如说受牵扯的
程度（比如,Fazio,1990; Krugman,1965）.此外,最后影响你态度的信息种类也会不同.态度过多的基于认知信仰,
比如当一个人发现一件商品非常有用或者更有效果,就像是这件商品有重要的标志性意义(Venkatraman & Mac- Innes,1985).
但是,尽管有不同的已知的调节因子,关键似乎总是在于人们在决定买什么（吃或者喝,等）前有意识的处理着信息.
尽管强调信息处理非常有用,它还是有固有的危险.这个方法的基调是意识还有高度自知.就是说,大概是这个意思,
有意识的决策者会考虑一件商品受支持和反对程度来协调作出最后的决定.不能否定的是人们只是偶尔会这样做,特别是当这件
商品很重要很贵时,而不是经常这样做.
回答了蛮久啊,sigh~