运动型消费者：只享受买打折产品的快感！.

　　They always have a winning strategy, know the best places to compete and what it takes to bring a trophy home.

　　他们总有制胜的策略，他们知道去哪最好、如何把战利品带回家。

　　It may sound like an elite athlete, but researchers say it's qualities found in a new breed of shoppers.

　　这听起来像是在说优秀运动员，不过研究人员称，这其实是在描述一种新的消费者类型。

　　Researchers found that sport shoppers don't just bargain hunt for the best deals, but also for the thrill of it.

　　研究人员发现，“运动型消费者”不仅在寻找最优价，他们还很享受买促销品带给他们的兴奋感。

　　Professors from San Francisco State University revealed this new breed of shoppers and presented evidence that they have similar behaviors of competitive athletes in that they view bargain shopping as an achievement domain.

　　旧金山州立大学的教授还原了这种新型消费者。他们的研究显示，这种消费者有点像竞技运动员，他们把买到物美价廉的东西看作一项成就。

　　Achievement goal theory, which describes the motivational behavior of sports athletes in achieving their athletic goals, was used in the study to better understand the motivation of sport shoppers.

　　“成就目标理论”常被用来描述促进运动员实现目标的激励行为。该理论也被用在此次对消费者的研究中，以帮助理解“运动型消费者”的行为动机。

　　The study looked at American undergraduate students, who filled out open-ended surveys, participated in interviews and took part in closet inventories.

　　这项研究以美国本科生为研究对象，让他们填写开放式问卷、接受面试并清点衣橱清单。

　　The researchers then analyzed the information using three categories: task, ego and social approval.

　　随后调查人员将所有信息分成三类：任务、自我和社会认可，并进行分析。

　　‘This is somebody who takes great pride in their ability to get the thing they want at a discount,’ said Kathleen O'Donnel, associate dean of the School of Business.

　　商学院副院长凯萨琳·奥唐纳说，“他们为自己能在打折时买到想要的东西感到非常骄傲。”

　　‘It's not about spending the least, it's about saving the most.’

　　“不是因为花的钱最少，而是因为打折打的最多。”

　　O'Donnell is the lead author on an article published online Nov. 14 in the Journal of Retailing and Consumer Services, with Judi Strebel, chair of the marketing department, and their Australian colleague Gary Mortimer of Queensland University as co-authors.

　　相关论文发表在11月14日的网络版《零售和消费者服务》杂志上。奥唐纳是该论文的第一作者。市场部主管朱迪·斯特雷贝尔以及他们的澳大利亚同事、昆士兰大学的加里·莫蒂默为共同作者。

　　The article, titled, ‘The thrill of victory: Women and sport shopping,’ will be published in print early in 2016.

　　他们的文章《胜利的喜悦：女性与运动型购物》印刷版最早将于2016年发表。

　　O’Donnell and Strebel reported that these shoppers are not only competitive, but one of their goals is to outsmart the retail system.

　　奥唐纳和斯特雷贝尔在文章中指出，这类消费者不仅有竞争意识，而且他们的目标是要比零售商更精于算计。

　　As of right now the data only recognizes females in this new category, but the researchers are sure there are males out there with the same shopping behaviors.

　　目前这些数据只涵盖了女性消费者，但研究者们确信不少男性也有同样的消费心理。

　　Similar to an athlete reminiscing on their past achievements, a sport shopper can remember details of the bargain items in their closets, sometimes including the date of purchase and the sale and original price.

　　就像运动员会回忆自己过去的成就一样，运动型消费者也会回味买到特价品时的兴奋感，有时还能记起购买日期、折扣价和原价。

　　Another similarity between to two is, this type also develops a plan of action.

　　运动型消费者与运动员还有一个共同点：他们也在不断提升自己的行动计划。

　　Each shopper has developed a strategy behind every shopping endeavor.

　　每一次购物后都在努力提升自己的削价策略。

　　O'Donnell contends the sport shopper is different from the bargain shopper in that the bargain shopper hunts for deals out of necessity, while the sport shopper does it for the ‘rush’ of finding a good deal.

　　奥唐纳认为，运动型购物者不同于买便宜货的人，后者是因为需要而买，而前者纯粹是为了寻求买到好货后的快感。

　　HOW TO GET THE BEST BARGAINS

　　如何获得最佳交易

　　Make a List of Items You Want to Buy: When huge sales are going on, your objective should be to buy only the items on your list at the lowest price possible.

　　把你想买的东西列在一张表上：大减价时，只买清单上的东西，且要价格最低。

　　Scope Out the Best Deals Ahead of Time: Make sure you scope out the best deals ahead of time to make the most of your time while shopping.

　　提前圈定最划算的交易：这样才能节省购物时间。

　　Make a Plan of Attack: Once you have identified the best deals on the items you want to buy, make a list of each item, the best store in which to buy it, the discounted price and the normal price.

　　定好作战计划：一旦确定好最划算的交易，就把每一项列出来——哪家店最便宜、折扣价多少、正常价多少。

　　Shop Online with Your Smartphone: Ensure that you are making the most of your time whenever you are waiting in a line to purchase an item.

　　从手机端网购：排队结账时也要充分利用好时间。

　　Use Rewards Credit Cards for Extra Savings: Always use rewards credit cards to tack on a few extra percentage points of savings to every purchase.

　　用返利(积分)信用卡结账：这样每笔交易又会再省一点钱。

　　Vocabulary

　　trophy：战利品，奖杯

　　motivational：动机的