Recording One

录音一

Well, my current research is really about consumerbehavior.

那个，我目前的研究实际上与消费者行为相关。

So recently, I've looked at young people's drinkingand it's obviously a major concern to Government atthe moment.

因此最近我调查了年轻人饮酒行为，它明显是政府当前最担心的问题。

I've also looked at how older people are representedin the media;

我还调查了老年人在媒体中呈现出来的形象;

again, it's of major current interest with older people becoming a much larger proportion ofUK and indeed, world society.

同样，随着老年人在英国乃至整个世界的人口中占的比重越来越大，所以它也成为了当前的一个重要关注点。

I'm also interested in how consumers operate online,

我还对消费者如何在线上运作、

and how that online behavior might be different from how they operate offline when they go tothe shops.

以及他们线上的行为与线下购物时的行为有什么不同感兴趣。

Well, I think that the important thing here is to actually understand what's happening from theconsumer's perspective.

那个，我认为这里最重要的一点是真正从消费者的角度来理解正在发生的事情。

One of the things that businesses and indeed Government organizations often fail to do is toreally see what is happening from the consumer's perspective.

真正站在消费者角度看问题经常是企业和政府部门没能做好的事情之一

For example, in the case of young people's drinking,

就拿年轻人饮酒行为来说吧，

one of the things that I've identified is that drinking for people say between the ages of 18 and 24 is all about the social activity.

我其中的一个发现是年龄在18至24岁之间的人完全是因为社交活动才饮酒。

A lot of the Government advertising has been about individual responsibility,

而政府的很多宣传一直在强调个人的责任，

but actually understanding that drinking is very much about the social activity and finding waysto help young people get home safely, and not end up in hospital is one of the things thatwe've tried to present there.

但对这一行为的真正理解应该是，饮酒与社交活动密切相关，找到帮助年轻人安全回家、而没有最终进医院的方法才是我们试图在这里表明的事情之一。

The key thing about consumer behavior is that it's very much about how consumers change.

消费者行为的关键之处是它与消费者如何改变关系紧密。

Markets always change faster than marketing; so we have to look at what consumers are doing.

市场的变化永远要比市场营销的变化更快;因此我们必须要关注消费者行为。

Currently I teach consumer behavior to undergraduates in their second year

我目前教授大学二年级学生的消费者行为课程。

and we look at all kinds of things in consumer behavior and particularly how consumers arepresented in advertising.

我们关注涉及消费者行为的所有事情，尤其关注消费者是如何在广告中呈现的。

So they get involved by looking at advertising and really critically assessing the consumerbehavior aspects of it and getting involved sometimes, doing primary research.

因此，他们通过观看广告参与进来并且真正带着批判性眼光评估该广告涉及的消费者行为，他们有时还做初步的研究。

For example, last year my students spent a week looking at their own purchasing and analyzedit in detail from shopping to the relationship that they have with their retail banks and theirmobile phone providers.

比如，上一年我学生花了一周时间来分析他们自己的购买行为，并从购物和他们与零售银行和手机供应商的关系的角度来详细分析这一行为。

I think they found it very useful and it also helped them identify just what kind of budgets theyhad too.

我认为他们发现这个方法非常有效，它还能帮助他们辨别他们的预算究竟属于哪种类型。

The fact of the matter is that there's a whole range of interesting research out there

事实上，未来还有各种各样有趣的研究，

and I think as the years go on, there's going to be much more for us to consider and certainlymuch more for students to become involved in.

并且我认为，随着时间的推移，有关消费者的行为，我们要考虑的因素会更多，而且肯定会有更多的研究等待学生的参与。

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

问题16至18是基于你刚才所听到的那篇录音。

Question 16: What is the speaker currently doing?

问题16：说话者目前在做什么?

Question 17: What has the speaker found about young people's drinking?

问题17：关于年轻人的饮酒行为，说话者有什么发现?

Question 18: What does the speaker say that his students did last year?

问题18：说话者说他的学生上一年做了什么事?