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。

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