Brain scans to unlock mystery of shoppers' behaviour

Shoppers will have their brains scanned in an attempt to discover whether spending too long in a supermarket really does lead you to make bad and impulsive decisions. Researchers will scan people's brains to examine how they react to promotions and special offers, and how their behaviour changes as they browse the aisles.

The mystery of consumers' behaviour, and how it can be influenced by anything from the layout of a shop's shelves to the music piped through its tannoys, is of crucial importance to retailers who spend millions trying to gain a competitive edge.

According to previous research there appears to be a point about 23 minutes after a customer begins shopping that they cease making decisions rationally and begin acting more on impulse.

Researchers from Bangor University and the shopping behaviour specialists SBXL will ask retailers to simulate a normal £80 grocery shop while having their brain imaged by an MRI scanner.

Because the participants need to be inside the 20-tonne machine, they will choose items from a list of products rather than browsing the shop on foot.

Experts will analyse changes in blood flow brain activity as the participants go through the shopping process, to identify any changes in attention span, and their ability to ignore brands surrounding those on offer.

Their theory is that after about 23 minutes of shopping customers will begin to tire and will start making decisions with the emotional part of their brain, which cannot accurately calculate value for money, rather than the cognitive part which governs logical decision-making.

 Some studies have shown that a fifth of shoppers will buy items on special offer even if they are more expensive than the usual product, while nearly half ignore buy-one-get-one free labels and only take one item.

Dr Paul Mullins, a psychologist at Bangor University, said: "We are really excited about this new research opportunity. Using advanced brain-imaging techniques we hope to get a better understanding of how shoppers respond to special offers."

Question 1 (2 points) Indicate whether the following statements are true or false and write down which part of the text justifies your answer.

a. The result of this study is decisive for shopkeepers.

b. The experiment will take place in a real shop.

c. When people start their shopping, they often act logically.

d. More than half of the shoppers buy buy-one-get-one free labels

Question 2 (2 points) Answer the following questions in your own words.

a. What is the purpose of the study?

b. How will the research be carried out?

Question 3 (1.5 points) Find words or phrases in the text that correspond in meaning to the words and definitions given.

a. look around (par.1)                 b. sellers (par.2)                        c.  pretend (par. 4)

d. exactly (par.7)                       e. brands (par.8)

Question 4 (1.5 points) Complete the following sentences without changing the meaning.

a. Consumers’ behavior can be influenced by anything.

Anything ……………………………

b. Shoppers stop making rational decisions when stay at the shop longer than 23 minutes.

If shoppers ……………………….

c. Despite being exposed to special offers, some shoppers only buy what they need.

Although ……………………………….

Question 5 (3 points) Write a short essay (120-150 words) on the following topic:

Shopping online or going to the shops. What do you prefer and why?