2015考研英语阅读英文原刊《经济学人》：良品导购
2015考研英语复习正是强化复习阶段，考研英语阅读在考研英语中占了40分，所以考研英语阅读是英语科目中重要的一项。新东方名师范猛老师曾建议过考研生需要坚持每天泛读10-15分钟的英文原刊。强烈推荐了杂志《经济学人》.杂志中的文章也是考研英语的主要材料来源.希望考研考生认真阅读，快速提高考研英语阅读水平。A guide to goodness Values for money
良品导购 价廉物良
Want to know if a product is virtuous? There's an app for that.
想知道一个产品是否货真价实?有个软件能帮你。
AS HE applied sunscreen to his young daughter's face, Dara O'Rourke, a professor ofenvironmental and labour policy at the University of California, Berkeley, found himselfwondering if the lotion was safe.
当加利福尼亚大学伯克利分校的环境与劳工政策教授多拉?欧罗克往他年幼的女儿脸上抹防晒霜时，他发现自己在怀疑这种防晒霜是否安全。
He realised there was no readily available answer.
他意识到这个问题没有现成的答案。
The result—two years, a team of chemists, lots of testing and a chunk of venture capitallater—is GoodGuide.com.
历时两年，一批化学家进行了大量的测试及后期风险投资，成果是建立了指南网(GoodGuide.com)。
Launched in 2008, this is a website and smartphone app that rates 140,000 consumerproducts (currently only in America) according to their safety, environmental sustainabilityand the ethics of the firms that make them.
这个成立于2008年的网站有配套的智能手机软件，它根据安全性、环境可持续性及生产厂商的道德操守对十四万种消费品(目前仅限于在美国的产品)进行了评估。
Now GoodGuide has created a new "purchase analyser" app designed to inform consumersnot just about the values embedded in products, but also about whether they are thevirtuous shoppers they say they want to be.
现在，指南网已开发了一个新的"购物分析家"软件，此软件不仅旨在告诉消费者产品的内在价值，也旨在告诉消费者他们是不是自己所说的希望成为的良心购物者。
Using the new app requires selecting a series of characteristics, which can range fromwhether the user favours organic products to buying only from firms with a goodhuman-rights record. (It also rates how competitively things are priced, via a partnershipwith Price Grabber.)
使用这个新软件需要对一系列特性进行选择，这些特性涵盖了从用户是否喜欢有机产品到只从人权记录良好的公司购买产品等方面。(通过与Price Grabber合作，指南网还能评估产品的定价有多少竞争力)。
The consumer then scans the bar code on a product with the camera in their smartphone.The app identifies it and checks in a database to score how it shapes up.
然后，消费者用其智能手机中的摄像头扫描产品上的条形码。软件识别条形码并在数据库中进行检索，从而为产品评分。
Much therefore depends on the quality of the data, which GoodGuide gathers from varioussources, including government reports and scientific studies, and research by its own staff.
因此，评分结果在很大程度上取决于数据的质量，这些数据是指南网从各处搜集而来的，来源包括政府报告、科学研究及其员工所作的调查。
If the product scores badly, the app will recommend an alternative item which is ratedmore highly.
如果产品得分很低，软件就会推荐另一种得分更高的替代产品。
The app also tracks a consumer's purchases to see how well they fit with their selectedvalues, giving a sort of personal virtue (or hypocrisy) rating.
软件还会追踪消费者的购物记录，看看他们的购物行为在多大程度上符合自身赞同的购物观，然后给出一种个人的购物美德度(或虚伪度)等级。
So far, GoodGuide has mostly been used by shoppers who are already keen to know aboutany issues connected with products they buy.
到目前为止，使用指南网的大都是这样的购物者：他们已热衷于了解任何关于其购买的商品的问题。
They are mothers concerned about a child's health, older people facing a chronic illness orsupporters of a cause, such as animal rights.
他们是关心子女健康的母亲、身患慢性疾病的老年人和某项事业(如维护动物权利)的支持者。
The hope behind the app is that the idea of finding out about a product's background willbecome mainstream.
这个软件背后的期望是："查清一种产品的背景信息这个理念"会变成主流。
Consumers rarely change their buying habits, even when confronted with scientific and otherdata, says Mr O'Rourke.
欧罗克先生说，即使面对科学数据和其他数据，消费者都几乎不会改变他们的购物习惯。
So he has drawn on insights from behavioural economics, which show shoppers can be greatlyinfluenced by peer pressure and by information passed on to them by people they know.
于是他利用了行为经济学的观点来开发这个软件。这些观点表明，同辈压力及购物者认识的人传递给他们的信息都能对购物者产生很大的影响。
The app tries to take advantage of these pressures.
这个软件尝试利用这些压力。
The virtue rating will inform a consumer how well they are doing according to the valueswhich they espouse.
购物美德度评估会根据购物者所赞成的购物观来告知他们其购物表现如何。
That measurement gives an incentive to do better.
这种评估会促使购物者改善其购物行为。
Soon, the rating will be able to be shared with others on social-media sites such asFacebook, which could inspire (or pressurise) a shopper to consume more thoughtfully.
很快，人们就能够在如脸谱网(Facebook)的社交媒介中与别人分享这种评估，这将鼓励(或施压)购物者更加理性地消费。
It might even, believes Mr O'Rourke, turn being a good shopper into an online game.
欧罗克先生认为，这个软件可能甚至会将"做一个优秀的购物者"变为线上游戏。
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