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What Makes You Want To Buy Something?: Unit Question
What Makes You Want To Buy Something?: Unit Question
What Makes You Want To Buy Something?: Unit Question
2
Consumer Behavior
Reading
vocabulary
Writing
Grammar
highlighting and annotating
collocations with nouns
writing a descriptive essay
definite and indefinite articles
Unit Question
What makes
you want to buy
something?
A
Discuss these questions with your classmates.
1. What sorts of things do you like to shop for? What do you not
enjoy shopping for?
3. Look at the photo. Would you buy something from this shop?
Why or why not?
B
Listen to The Q Classroom online. Then answer these
questions.
2. W
hat does Marcus say about packaging and Felix about
presentation? Give other examples of how packaging or
presentation affects your decision to buy something.
ONLINE C
Go to the Online Discussion Board to discuss the Unit Question
with your classmates.
32 Unit 2
33
What was the last thing you Item or service Don’t Doesn’t
bought because . . . ? bought remember apply
1. you needed to satisfy a ■ ■
basic need (like food or
medicine)
2. you had to replace ■ ■
something that was broken
3. you needed it for school ■ ■
4. you were in a hurry (even ■ ■
though it wasn’t exactly
what you wanted)
5. the price was lower than it ■ ■
was before
6. you were bored and ■ ■
wanted something to do
7. you thought it was stylish ■ ■
or special
8. all your friends had one ■ ■
The practical shopper: You always go shopping with a list and only buy the
things you need.
The convenient shopper: You only go shopping if something is easy to get or
especially affordable.
The emotional shopper: You shop more often when you are happy or sad.
The trendy shopper: You typically buy stylish things or popular brand names.
The peer-pressure shopper: You often buy things because your friends are
buying them.
2. What do you think Paco Underhill thinks about most store windows?
Paco Underhill 3. Based on the subtitle, what is Underhill’s purpose in writing the article?
B. QUICK WRITE Think about stores you typically pass by or shop in. What
kinds of things do you usually see in the windows? Describe what is in a
favorite store window. Write for 5–10 minutes in response. Be sure to use
this section for your Unit Assignment.
C. VOCABULARY Check (✓) the words you know. Then work with a partner
to locate each word in the reading. Use clues to help define the words
you don’t know. Check your definitions in the dictionary.
1 I am a nerdy American researcher. No one has 3 A century ago, people took the time to stop and
ever thought of me as fashionable. What I do know look into store windows. I imagine them walking
about is shops and shopping. I’ve always been good along slowly, stopping at a tall window, and peering
at watching people. Because I grew up with a terrible through the glass to see the latest fashions and
stutter1 and was not comfortable talking, I learned to newest products. Today, strolling, window-shopping
observe as a way of understanding social rules. I’ve pedestrians are an old-fashioned concept. Most
turned this coping mechanism2 into a profession. people look straight ahead and walk with a quick,
What I have done for the past twenty-five years is determined gait3. Everyone seems to be in a hurry.
research shopping behavior: I simply walk around They walk a lot faster now than they did in the
malls and shopping streets and figure out what old days.
motivates people to buy things. Throughout modern times,
4
What makes someone stop different factors have changed the
and look at a store window? way pedestrians walk in busy urban
What makes someone go into areas. One of the most significant of
a store? What makes someone these factors is traffic lights. William
buy something? H. Whyte, the American author and
2 As I stroll around, I look urbanist4, wrote about the pattern
closely at store windows, since and movement of pedestrians on
they are an essential part of the sidewalk. He observed that
the shopping experience. In because traffic lights are timed for
his delightful book Made in the speed of cars, people pile up
America, Bill Bryson writes on street corners as they wait for
about the history of stores the light to change. When the light
and shopping in America. He changes, that “pile” of people will
describes the big store windows cross and stay crowded together
that were an important feature as they continue down the street.
of most retail stores in the Behind them, there will be a “gap”
past century. When I look out of fewer people, but then another
a store window display
my office window in New York crowd will form when the traffic light
City, I see many of those windows. They remain the changes again. This creates a pattern of crowds and
same today as they were some 120 years ago. gaps on urban shopping streets.
1 stutter: difficulty speaking because you cannot stop yourself from 3 gait: a way of walking
repeating the first sound of some words 4 urbanist: a person who studies cities
2 coping mechanism: a technique to deal with a difficult matter or
situation
“
You have to keep walking windows can function as an
quickly so that you won’t be in Especially since today’s retail important brand-identity7 tool.
the way of other people. That’s market is so competitive, As retailers, you must know
why window displays need if done right, windows can who your customers are, and
to instantly grab attention. you must create windows
But many don’t. Take the
function as an important that they will understand. For
drugstores in my neighborhood,
for example. The windows
brand-identity tool.
5 savvy: having practical knowledge of something 7 brand identity: characteristics that quickly identify and
6 core market: the main group of people a store sells to distinguish a brand to shoppers
7. After a year of study abroad, I had a more sophisticated view of the world.
a. able to understand b. knowledgeable about a
complicated ideas specific topic
8. Her poetry has evolved over the years because she has gained more
confidence and developed her own style.
a. kept the same form b. changed from an earlier form
9. She alluded to her work experience when she said, “I’ve been very busy
the past few years.”
a. spoke indirectly about b. avoided speaking about
10. I had a lot to do and not much time, so I decided what my priorities were
and I did those things first.
a. the most important things b. the easiest things
1 1. The store distinguishes itself from its competitors by having lower prices.
a. copies b. differs
2. What happens on sidewalks when people have to stop and wait for traffic
lights to change?
3. What is the problem with the drugstore windows in the author’s
neighborhood?
4. What is one example the author uses to show how “our ability to process
images is faster”?
5. What does the author mean when he says that store windows must be
“quick reads”?
6. What does the author like about his favorite store windows?
Give two examples.
G. The article refers to the work and research of others. Find the names of
two authors and three stores in the reading. Complete the chart.
Calvin Klein
Benetton
1. According to Paco Underhill, what are seven things store windows should
be and do?
1.
2.
3.
4.
5.
6.
7.
ONLINE I. Go online to read Think Before You Buy and check your comprehension.
Highlighting
Always decide the purpose of your highlighting before you begin. Then highlight,
underline, or circle information in a text such as:
• the main idea or topic of a paragraph
• key words, details, or examples
• phrases that summarize the information
Use different-colored highlighter pens for different types of information. For
example, use one color for main ideas and another for details . Or use a graphic
system, such as solid lines, dotted lines, circling, etc.
Annotating
Annotating—writing directly on the page of a text—is a useful way to identify and
mark important information. First, read a paragraph and decide what is important.
Then write brief notes in the margin. You may use abbreviations such as:
T = thesis S = summary R = reason
MI = main idea Ex = example ? = question
A. Read this paragraph from Reading 1 and look at the highlighting and
annotations. Then answer the questions below.
S = people The way our eyes and brain handle information has become more sophisticated.
understand Thanks to television and computers, our ability to process images is faster . We no
info faster now longer read letter by letter but rather in groups of words at a time. TV programs
have evolved so that we see the stories of years —or even lifetimes—in just a few
hours. A billboard can tell a more sophisticated joke today than it could 20 years
R = TV, ago. A 15-second commercial can allude to a full story . Likewise, when it comes
computers to window displays , shoppers today can understand information more quickly .
Store windows today must be quick reads. They must be simple enough so that
the products can be clearly identified, and they must be creative enough to catch
the busy pedestrian’s eye. Just a quick look at a store window should answer many
questions for savvy shoppers: Who is the core market of the store? Does the store
fit their personal style or not? How long will a typical trip into the store take?
Especially since today’s retail market is so competitive, if done right, windows can
function as an important brand-identity tool. As retailers, you must know who
your customers are, and you must create windows that they will understand. For
instance, Kiehl’s, which sells all-natural bath and body products, uses its windows as
a place for highlighting social issues, which fits with the priorities of its customers.
before after
C. VOCABULARY Check (✓) the words you know. Use a dictionary to define
any new or unknown words. Then discuss how the words will relate to the
unit with a partner.
Now on Stage: Your Home! for over a month and several people have
come to see it. But so far, no luck.”
by Douglas Nan 3 In theory, the Millers’ home should have
1 Tina Miller is busy at work in the kitchen sold quickly. It is in a modern building on a
of her New Jersey condominium1, wrapping quiet street; shops and restaurants are within
dishes in paper. Just outside, several large walking distance. The couple has even reduced
boxes stand near the front door, and in the the sale price by $10,000. Connie Tran, the
living room, Miller’s two sons are packing real estate agent3 working with the Millers,
video games. “We’ve been here for almost believes she knows what the problem is.
ten years,” she says, looking around. “This is a nice condo. The rooms are large and
“I never realized how much stuff we had.” there’s lots of light, but the feel of the place
2 Two months ago, Tina’s husband Evan is all wrong. The living room is full of boxes;
accepted a job in another state, and the kitchen and bathroom are cluttered4; the
now the family is getting ready to move. paint on the walls is too dark. It doesn’t make
“There’s a lot of work to do, but the hardest a great first impression on potential buyers.”
part seems to be selling this condo,” she 4 To help sell their condo, Tran has suggested that
explains. “We’ve had it on the market2 the Millers hire someone to stage it. What exactly
1 condominium (short form: condo): an apartment that is 3 real estate agent: a person who sells homes
owned by the person who lives in it 4 cluttered: messy and disorganized; filled with many things
2 on the market: for sale
3. Can you the books and papers from the table and
put them in your backpack?
D. Circle the correct answer. Then explain more about your answer.
1. Who is the intended audience for this article?
a. people selling a home
b. new homeowners
c. potential home buyers
Why did you choose this answer?
3. Look at the numbered list in paragraphs 6–9. A good subheading for this
section of the article would be .
a. Four Reasons You Should Hire a Professional Home Stager
b. Four Tips for Successfully Staging a Home
c. Four Staging Mistakes Many Homeowners Make
Why are there bullet points in paragraph 8?
| Reading and Writing 47
6. The author ends the article by saying he home staging is a good idea.
a. believes
b. doesn’t think
c. isn’t sure if
The author uses an example to support this idea. What is surprising about
the example?
4. What are some things that are wrong with the Millers’ home?
5. What did the Millers do to increase the chances of selling their home?
2. Do you think a stager’s job is interesting? Could you do it? Why or why not?
video vocabulary
about staging homes. Then make it noticeable
check your comprehension.
commodity (n.) a product that can be
bought or sold
enlist (v.) to persuade someone to help
languish (v.) to suffer something unpleasant
for a long time
D. Think about the unit video, Reading 1, and Reading 2 as you discuss the
questions. Then choose one question and write a paragraph in response.
1. Reading 1 ends with “It’s OK if not everybody understands the story you’re
telling. What is important is that the target customer gets it, and stops to
look.” What story do home sellers want to tell?
2. What lesson from staging a home could window designers use? How would
that idea need to be modified to fit a store window instead of a home?
Adjective + noun
Does the store fit the shopper’s personal style or not?
Most people have a hard time imagining a space as a potential home if it
contains no furniture.
1. (Social / Society) rules tell people what behavior is acceptable. (R1, para. 1)
2. In the (old / past) days, no one researched how people shop. (R1, para. 3)
6. We had a feeling that we weren’t hearing the (full / total) story. (R1, para. 6)
7. A book in the window (caught / held) his eye, so he went into the store.
(R1, para. 7)
8. The house was not attractive, so the buyers only took a (sudden / quick)
look at it. (R1, para. 7)
10. The latest computer technology has just come (at / on) the market.
(R2, para. 2)
11. Stores try to (create / make) a mood using displays and lighting.
(R2, para. 4)
12. (During / Over) time, the value of most homes will increase. (R2, para. 6)
Tip for Success 13. You can only take two (personal / private) items on a plane. (R2, para. 7)
Some collocations are 14. The salesperson gave advice (in / on) a way that was helpful and practical.
idioms. This means
that when the words (R2, para. 8)
are combined, they
take on a unique 15. Light-colored walls (make / give) the impression of a large living space.
meaning. Some (R2, para. 8)
examples of idioms
are window-shopping 16. She is one of the best researchers (in / of) her field. (R2, para. 11)
and in theory.
UNIT At the end of this unit, you will write a descriptive essay about a product,
OBJECTIVE
business, or service. This essay will include specific information from the
readings, the unit video, and your own ideas.
Organization
• The introduction should make the reader interested in what you are
describing. It should include a thesis statement that tells why the person,
place, or thing is your focus.
• Write one or more body paragraphs that contain the details of your
description.
• Finish with a conclusion that gives your final thoughts or opinion about
what you are describing.
Descriptive language
A good descriptive essay gives a clear mental picture of the subject of the essay.
The reader should be able to imagine that he or she is with the person described,
at the place described, etc. Include strong imagery (language that helps create
these mental pictures) in your body paragraphs.
Not descriptive
She walked into the room.
He was dressed formally.
The street was filled with people selling food.
Descriptive
She walked slowly and nervously into the dark room.
(with adjectives and adverbs)
He wore a light suit, a tie, and shiny shoes.
(with details and specific language)
The street was filled with loud men shouting out orders above the
smoky smell of grilling meat.
(with sensory language related to sounds, smells, etc.)
My Favorite Restaurant
One of my favorite restaurants is
Ben’s Diner on Fourth Street because
it’s perfect for a casual, delicious
meal. Ben’s is a family business that
has been serving the local community
for over sixty years. Look for their red
neon sign with its flashing knife and
fork. When you see it, you know you
can expect good food that was cooked
with fresh, local ingredients.
As soon as you step through Their perfectly grilled burger is made
the door at Ben’s, you’ll be glad you of 100% prime beef. Served on a
came. The restaurant is brightly lit and soft toasted bun, it’s crunchy on the
spotlessly clean, with gleaming tables outside and moist and peppery inside.
and sparkling floors. You’ll get a warm Add some sharp cheddar cheese for
welcome from one of the staff, who a satisfying treat. Their Greek salad
will take you to a comfortable seat. is famous for its fresh ingredients:
I like the soft red leather seats in bright green lettuce leaves, deep red
the booths, or sometimes I sit at the tomatoes, and tangy purple olives.
smooth marble counter. The pleasant Or how about chicken fajitas, served
noise of conversation and the soothing beside your table in a sizzling skillet,
clatter of dishes will surround you. with a spicy aroma I can’t resist?
If you’re not already hungry, the rich So, whether you’re looking for
smell of homemade chicken soup somewhere new to get some great
coming from the kitchen will get you food or just passing through, I suggest
ready to eat. you head over to Ben’s. You’ll feel
Ben’s menu has some old favorites right at home and enjoy some good
and some unexpected surprises. cooking, too.
b. sound:
c. taste:
d. smell:
e. touch:
| Reading and Writing 53
The old man lived quietly in a small farmhouse far from the busy city.
C. WRITING MODEL Read the model descriptive essay. Then answer the
questions on page 55.
6. Can you form a mental picture of the Adventurer SUV? Explain your answer.
powerful
Product Target
appeal customer
athletic
comfortable outdoor
strong
person
Adventurer
good gas
mileage Features
Environmental
benefits
leather
seats
You also use no article with plural count nouns or noncount nouns to refer to
something in general.
Shoppers can get a great deal of information from window displays.
(Shoppers refers to any shopper, not a specific shopper.)
Tip for Success • The noun relates directly to something else that you introduced.
Using the is not the Let’s go to Ben’s Diner. The owners are really friendly, and the soup is delicious.
only way to refer to (The reader and writer both know that the owners refers to the owners of Ben’s
a specific noun.
You may also identify Diner, and the soup is served at Ben’s Diner.)
specific nouns with
possessive adjectives • The noun is unique so the reader will know what you are referring to.
(my, your, their, etc.),
demonstrative The Internet has changed the way people look for homes.
adjectives (this, that, (There is only one Internet. It is unique.)
these, or those), or
quantifiers (two, The government should do more about false advertising.
many, or some). (You can assume the reader will know which government you are referring to.)
Hi Louis,
you might be able to help me, so I thought I’d tell you what I’m planning.
This weekend, I’m going to clean house all over and repaint all
7 8
doors. I also bought awesome dining table to put in kitchen.
9 10
(I need some help picking it up!) Then I want to paint main bedroom—
11
probably in soft blue color. And when weather is nice, I want to
12 13
clean up yard and plant flowers.
14 15
Real estate agents always say that when buyers are looking at
16 17
houses, they want to feel like they already live there, so I know this will be
Felix
ONLINE B. Go online for more practice with definite and indefinite articles.
C. Go online for the grammar expansion.
UNIT In this assignment, you are going to write an essay describing and selling
OBJECTIVE
features of a product, business, or service. As you prepare your essay, think
about the Unit Question, “What makes you want to buy something?” Use
information from Reading 1, Reading 2, the unit video, and your work in this
unit to support your essay. Refer to the Self-Assessment checklist on page 60.
ONLINE Go to the Online Writing Tutor for a writing model and alternate
Unit Assignments.
1. Think of some products, businesses, and services that you have strong
opinions about. These could be things like restaurants, stores, or products
like new technology.
B. Rewrite Based on your partner’s review, revise, and rewrite your essay.
2. Look back at the Unit Question—What makes you want to buy something?
Is your answer different now than when you started the unit? If yes, how is
it different? Why?
Circle the words and phrases you have learned in this unit.
Check (✓) the skills you learned. If you need more work on a skill, refer to the
page(s) in parentheses.
