Shopping online? Don t fall into the ratings trap. solace outliers mediocre exposure banish blackout blind grating clings fond spookily
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1 1 Warmer Complete the shopping questionnaire. 1. How often do you shop online? a. every day b. once a week c. once a month d. never 3. What is the biggest problem with online shopping? a. You can t actually see or touch the product. b. security c. the length of time it takes for your order to arrive d. problems if you have to send a product back 2. What do you buy online? You can select more than one answer. 2 a. music b. clothes c. books d. electronic goods Key words Complete the sentences using these key words from the text. solace outliers mediocre exposure banish blackout blind grating clings fond spookily 1. If you something, you get rid of it. 2. A is a window cover that blocks out light. 3. If something to something else, it sticks or fits very tightly to it. 4. If something is described as, it is average or below average in quality. 5. is another word for comfort. 6. If something is accurate, its accuracy does not seem natural and cannot be explained logically. 7. are results that are very different from the other results in a set. 8. is the fact of seeing or experiencing something. 9. If you are of something, you really like it. 10. If something is described as, it is unpleasant and annoying. 3 Find the information Find the following information in the text as quickly as possible. 1. What did the author want to buy? 2. Why did he want to buy it? 3. How much time does the author have between the time his baby goes to bed and the time he falls asleep himself? 4. What is Derek Powell s job? 5. What two different kinds of products did he and his colleagues show people? 6. Why do grating TV adverts work?
2 Shopping online? Don t fall into the ratings trap Why do we give the benefit of the doubt to a product with a poor rating, simply because it s attracted countless reviews? Oliver Burkeman 10 November, In the summer of 2016, I fell straight into a trap that, I ve since learned, is common when shopping on the web. Wanting to banish sunlight from the bedroom of a tiny human who starts his nights before dark, I stumbled upon a blackout blind that promised to cling to the windows as if by magic (though, actually, by static electricity). It got plenty of reviews online but a mediocre average rating owing to the fact that, in many cases, it didn t cling at all. 2 Yet, I figured that a product bought by so many people couldn t be so bad. Unfortunately, it was. For the money I paid, I could have taped bin bags on the windows, then spent the rest on a nice whisky to sip in the 45 minutes available to me each evening between the baby going to bed and me falling asleep, which is how it goes when you re woken as early as I am these days. 3 There s solace, I suppose, in learning from a paper just published in Psychological Science that this appears to be a basic human bias: we re influenced more by how many other people have chosen a product than by how that product worked out for them. The Stanford psychologist Derek Powell and his colleagues presented people with pairs of products as they might show up on Amazon, one with a poor average rating based on lots of reviews, the other with a similarly low rating based on only a handful. Reliably, people chose the product with more reviews. 4 This makes no sense, statistically speaking: the larger the number of reviews on which a bad rating is based, the higher the likelihood the product really is bad. 5 This is the law of large numbers : famously, if you ask a crowd of 1,000 to guess the number of jelly beans in a jar, the average of their guesses will be spookily close to the truth; ask three people and it probably won t. So, if forced to choose between two such products, you re actually better off selecting the one with fewer reviews, since there s a bigger chance the people who hated it are outliers, whose bad experience won t accord with your own. 6 There s a faint echo here of the mere exposure effect, which describes the way that we grow fond of anything to which we re repeatedly exposed, all else being equal, regardless of any other reason to like or dislike it. That s one reason that grating TV adverts work: sure, they re annoying but that only guarantees you ll notice them lots and noticing leads to liking. 7 In both cases, we seem designed to find sheer quantity (of product reviews, of encounters with an ad) reassuring at a gut level. It takes more conscious reasoning to see, in the case of online shopping, that the larger the quantity of purchasers, the more seriously you should recognize their judgement and not buy something if they hated it. 8 This is the kind of reasoning it s notoriously harder to practise when you re tired. Guardian News and Media 2017 First published in The Guardian, 10/11/17
3 4 Comprehension check Choose the best answer according to the text. 1. Why did the author want to buy a blackout blind? a. He wanted to test the law of large numbers. b. He wanted to make the room dark so that his baby would fall asleep. c. He wanted an alternative to bin bags. 2. Which of these influences people more when choosing a product? a. the rating the product has received b. the number of people who have chosen the product c. the price of the product 3. What happens when you ask 1,000 people to guess the number of jelly beans in a jar? a. The average of their guesses will be very close to the actual number of beans. b. They will all guess more or less the same number. c. They will be much further from the actual number than if you ask three people. 4. What is the author s advice? a. Only buy something if a large number of people have bought it. b. Don t buy something if lots of people hated it. c. Don t try and apply logic unless you are tired. 5 Find the word Find the following words and phrases in the text. 1. a two-word phrasal verb meaning find something by accident (para 1) 2. a verb meaning drink in small amounts (para 2) 3. a noun meaning a particular tendency (para 3) 4. a noun meaning the chance that something might happen (para 4) 5. a two-word adjectival phrase meaning in a better position (para 5) 6. an adjective meaning not strong or clear (para 6) 7. a noun meaning the process of thinking about something in an intelligent and sensible way in order to make a decision or form an opinion (para 7) 8. an adverb meaning famously, for a bad reason (para 8)
4 6 Prepositions Complete the phrases from the text using prepositions. 1. fall a trap 2. close the truth 3. choose two products 4. exposed something 5. regardless something 6. based something 7 Word-building Complete the sentences using the correct form of the words in brackets at the end of each sentence. 1. speaking, the larger the number of reviews, the more likely the average rating is to be accurate. [STATISTIC] 2. This is similar to the mere effect. [EXPOSE] 3. If you are exposed to something, you will probably grow fond of it. [REPEAT] 4. The guesses were close to the truth. [SPOOK] 5. TV adverts work because they are annoying. [GRATE] 6. It is more difficult to apply reasoning when you are tired. [NOTORIOUS] 8 Discussion Discuss the statements. Online reviews allow you to make much more informed choices than people could in the past. Internet shopping will lead to the death of city centres. Television advertising should be banned.
5 KEY 2 Key words 1. banish 2. blackout blind 3. cling 4. mediocre 5. solace 6. spookily 7. outliers 8. exposure 9. fond 10. grating 3 Find the information 11. a blackout blind 12. because his baby goes to bed before it s dark so he wants to shut out the sunlight from his bedroom minutes 14. psychologist 15. products with a poor average rating based on lots of reviews and products with a similarly low rating based on only a handful of reviews 16. because people notice them a lot 4 Comprehension check 17. b 18. b 19. a 20. b 5 Find the word 21. stumble upon 22. sip 23. bias 24. likelihood 25. better off 26. faint 27. reasoning 28. notoriously 6 Prepositions 29. into 30. to 31. between 32. to 33. of 34. on 7 Word-building 35. statistically 36. exposure 37. repeatedly 38. spookily 39. grating 40. notoriously
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