听力

例子：A snack bar make a deal with the train company and post the advertisement on the train, so compared with ads on books and magazines, people are more likely to see these ads and they may come to the snack bar to have something to eat. Snack shop in the train station also prints ads on the train tickets, in this way more customers will come to the shop.

11.阅读：

定义 :Negative Externality 的概念，两方达成某个协议，但是没有卷入该协议的外人可能因此受到利益损害。

听力：

教授举例，说他小时候家附近有片漂亮农田，风景好，周围居民都很 enjoy，但是农田主人想退休，于是把地卖给一家公司，公司在那里建厂，厂房破坏美丽景致，工厂烟雾造成污染，周围居民尽管没有参与这个土地转让的协议，但他们利益受到损害，却无计可施。

12. 阅读：

Title ：backward framing 事后重塑。backward framing is an effect in which 人们在看过 after-the-fact advertising 之后 alter their previous opinion about a thing，一般是指重新产生了positive的想法。

听力

教授举一个实验为例，说一组受试的人，被要求喝某种咖啡，然后作出评论。Later, the researcher showed them TV commercials in which people really enjoy the coffee。这些 sample coffee 实际上加了盐，喝起来怪怪的，但是喝完 coffee 的人，因为看过广告，还是会跟广告里面的人一样，认为这coffee很棒。