英語(yǔ)四級(jí)閱讀短文欣賞：一杯星巴克幾十塊，真的值得嗎？

Blind taste tests have shown the average American prefers Dunkin Donuts or McDonald’s coffee to Starbucks coffee.

盲品測(cè)試顯示，比起星巴克，普通的美國(guó)人更喜歡唐恩都樂(lè)或麥當(dāng)勞咖啡。

So why are so many people addicted to Starbucks? There is nothing extraordinary in their coffee beans, and no special coffee or extra ingredients that produce addiction aside from caffeine. Their success, and customers’ addiction with the brand does not come from the coffee…

那么為什么還有這么多人對(duì)星巴克上癮呢？他們的咖啡豆沒(méi)有什么卓越的地方，除了咖啡因外，也沒(méi)有特別的咖啡或者額外的原料讓人上癮。他們的成功，以及顧客對(duì)他們品牌的著迷不是源自咖啡......

Coffee Experience is more Important than Actual Coffee Quality.

咖啡體驗(yàn)比咖啡實(shí)際的質(zhì)量更重要

Three main factors contribute:

三個(gè)主要因素起著作用：

1. Coffee Buying Experience. Howard Shultz (Starbucks Founder) spent a lot of effort not only in the beverage itself but in the entire coffee buying experience.

1.購(gòu)買(mǎi)咖啡的體驗(yàn)?；羧A德·舒爾茨（星巴克創(chuàng)始人）不僅在飲料本身花了大力氣，還在整個(gè)咖啡購(gòu)買(mǎi)體驗(yàn)上下功夫。

This is why Starbucks locations around the world consistently have a good atmosphere, indirect lighting, relaxing music in the background, great aromas, and friendly ‘baristas‘.

這就是為什么星巴克在全球的門(mén)店都一致?lián)碛忻篮玫臍夥?、柔和的燈光、令人放松的背景音?lè)、絕妙的香氣以及友好的咖啡師。

2. Personal Reward . Psychologists believe a big part of Starbucks’ success comes from the desire to reward yourself. Before a long day of work, you deserve to treat yourself to a nice Grande Cappucino. It’s a little daily splurge that most people can afford.

2. 個(gè)人獎(jiǎng)賞。心理學(xué)家相信，星巴克的成功很大一部分是來(lái)源于犒勞自己的愿望。在一天漫長(zhǎng)的工作前，你理應(yīng)用一大杯卡布奇諾犒勞自己。這是大多數(shù)人每天都能承擔(dān)得起的揮霍。

Behavioral psychologist Dan Ariely has proven how our brain tricks us into enjoying things more if we believe they are better. 

行為學(xué)家丹·埃雷利已證明，如果我們相信某些東西更好的話，我們的大腦就會(huì)欺騙我們，讓我們更享受這些東西。

This means that even if the coffee at Starbucks is not actually scientifically better than the average coffee, the combination of the brand, the experience and your belief that it is probably better makes your brain actually taste it as better coffee and enjoy it more than an average coffee. 

這就意味著即使星巴克的咖啡實(shí)際上沒(méi)有普通咖啡好，品牌、體驗(yàn)和你相信星巴克咖啡更好的思想讓你的大腦覺(jué)得咖啡真的更好喝，也比普通咖啡更為享受。

This is why blind tests are important, because your taste buds will go with your brain bias.

這就是為什么盲品咖啡很重要，因?yàn)槟愕奈独俑竽X的偏見(jiàn)走。

In other words, perception is reality.

換句話說(shuō)，感受即是現(xiàn)實(shí)。

3.Familiarity – When you are running to work, and you need your morning Joe, it is hard to think about multiple coffee shops, evaluate them and decide on one. 

3.熟悉度。當(dāng)你奔去工作時(shí)，需要早晨的咖啡，很難想到多家咖啡店、評(píng)價(jià)它們并挑選一家。

The default answer to ‘morning coffee’ is ‘Starbucks’. This is the power of branding and positioning.

“早晨咖啡”的默認(rèn)答案就是“星巴克”。這就是品牌和定位的力量。

今日詞匯：perception   [p?'sep?(?)n]  n.觀念