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我国高翻团队倾力之作
全文字数：1481字
阅览时刻：13分钟
上期翻译答案
“we kind of get a global response/ over time /over the winter /so that a 50-degree day in, say, february, feels glorious, whereas/ at this time of year/ it feels chilly,” said john castellani, a physiologist /who specializes in cold weather research /at the united states army research institute of environmental medicine in massachusetts.
“跟着时刻的推移，咱们对冬天发生了一种全体性的反应，所以，比方说二月里碰到一个50华氏度（10摄氏度）的气候，咱们会觉得很温暖，但假定在每年的这个时分碰到，就会觉得很冷”在马萨诸塞州美国陆军环境医学研讨所从事冰寒气候研讨的生理学家约翰·卡斯泰拉尼说道。
《本期内容》
导读
efua obeng认为自个是一个忘我的人，常常给慈悲机构开支票。但几年前，她初步发现自个厌烦在商铺购物时被需求捐款。研讨标明，慈悲组织严峻依靠这种募捐。因而，奥本抉择研讨收银台募捐情况，以及如何能在收银台打开更有用的慈悲活动。
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双语阅览
across several studies involving hundreds of participants, obeng and her coauthorsfound that customers perceive point-of-salesolicitationsas a violation of their social contract with the retailer—a contract built on the principle ofreciprocity, whereby the two parties equally contribute to and benefit from the exchange. when customers are asked for a donation—a one-way transaction—the balance isupended.
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翻译划线句，长按文末小程序码进行打卡，答案下期发布~当客户被需求进行捐赠(单向生意)时，天平就失衡了。
study participants imagined that they were shopping at a grocery store and were either asked for a donation orchecked outwithout such a request. afterward they rated their satisfaction with the store and the extent to which they believed it had violated the social contract. subjects who were asked for a donation were far likelier than others to perceive a social-contract violation.
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研讨参加者需要愿望他们在一家杂货店购物，一种情况下需求捐款，另一种是在没有这样需求的情况下结账脱离。之后，他们对商铺的满足度以?侨衔唐涛ケ成缁崞踉嫉某潭却蚍帧Ｄ切┍恍枨缶杩畹氖苁哉弑绕浔鹑烁锌梢匀衔唐涛ケ沉松缁崞踉肌?br>
the request also diminished customer satisfaction by up to 10% and decreased the likelihood of recommending and revisiting the store. controlling for other factors that might account for those results, the researchersruled outguilt, loss of trust, and dislike for the retailer.
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需求顾客捐款也让顾客满足度降低了10%，并降低了顾客举荐和再次莅临的可以性。研讨人员控制了其他可致使使这些成果的要素，打扫了内疚、信赖损失和对零售商的厌烦。
if a retailer’s social-contract violationerodescustomer satisfaction, obeng and her colleagues reasoned, then a similar violation by the customer should restore equilibrium and leave satisfaction intact. so in one of their studies half the subjects were told they were checking out with an expiredcoupon, while the other half checked out normally.
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obeng和她的火伴揣度，假定零售商违背社会契约会损害顾客满足度，那么顾客呈现类似的违背行为大约会恢复平衡，并坚持满足度不变。因而，在他们的一项研讨中，一半的受试者被奉告他们正在用过期的优惠券结账，而另一半正常结账。
those in the latter group who were asked for a donation reported a breach of social contract and decreased satisfaction with the store. b
ut for participants with expired coupons, requests for a donation had no negative effect on satisfaction or perceptions of the social contract. “when customers knowingly take more than they are contributing and then are asked to give, itevens out,” obeng explains.
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后一组中被需求捐赠的人认为商铺违背了社会契约，降低了对商铺的满足度。可是关于运用过期优惠券的参加者来说，需求捐赠的行为对满足度或对社会契约的观点没有负面影响。奥本说明说：“当顾客明知他们收到的东西比他们奉献的多，再需求他们付出时，两者影响就平衡了。”
这篇文章节选自：harvard business review（哈佛商业谈论）
发布时刻：2021.03
作者：tim bower
原文标题：why soliciting donations at the cash register can backfire
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词汇堆集
1.solicitation
英/slsten/美/s,ls’ten/
n. 诚恳地需求;恳请；引诱；拉客；揽货; 揽载
2.reciprocity
英/res’prst/美/rs’prɑsti/
n. 彼此性；彼此作用；互给,互利
3.upend
英/p’end/美/p’nd/
v. 倒置,倒放
4.erode
英/’rd/美/rod/
vt. & vi. 腐蚀, 腐蚀
5.coupon
英/’kupn/美/’kupɑn/
n. 息票；赠券；联票；配给券
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词组分配
1.check out 结账
2.rule out 把……打扫在外；认为……不适合；阻挡
3.even out (在多变后）变平坦，平稳下来；均匀分摊
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写作句总结
controlling for other factors that might account for those results, the researchers ruled out guilt, loss of trust, and dislike for the retailer.
规划:controlling for other factors that might account for …
控制其他可以会构成…影响的要素
例句:controlling for other factors that might account for the impact of the us stock circuit breaker on the world economy.
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