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1. fragrant (adj):having a pleasant or sweet smell Cinnamon is a sweet, fragrant spice. |
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2. biblical (adj):relating to or based on the Bible Cinnamon was known in biblical times, and is mentioned in several books of the Bible. |
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3. condiment (n):a substance, such as salt, that you add to food to improve its taste The ability to purchase an expensive condiment. |
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4. exotic (adj):unusual and exciting because of coming a distant foreign country an expensive condiment from the exotic’ East. |
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5. at someone’s disposal (phr):available to be used by someone At a banquet, a host would offer guests a plate with various spices piled upon it as a sign of the wealth at his or her disposal. |
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6. the elite (n): the richest, most powerful, best-educated, or best-trained group in a society The European middle classes began to desire the lifestyle of the elite, including their consumption of spices. |
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7. merchant (n): a person or business that buys and sells goods At that time, cinnamon was transported by Arab merchants. |
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8. monopoly (n): complete control of an area of business The English arrived on Ceylon, thereby displacing the Dutch from their control of the cinnamon monopoly. |
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9. exorbitant (adj): unreasonably high Because Venice had a virtual monopoly of the trade, the Venetians could set the price of cinnamon exorbitantly high. |
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10. cultivation (n): the process of growing crops or plants Before Europeans arrived on the island, the state had organized the cultivation of cinnamon. |
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11. ethnic (adj): relating to a particular race of people People belonging to the ethnic group called the Salagama would peel the bark off young shoots of the cinnamon plant in the rainy season. |
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12. enslave (v): to make someone a slave When the Portuguese arrived, they enslaved many other members of the Ceylonese native population. |
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13. ally yourself to/with sb (phr): to start to support someone The Dutch allied themselves with Kandy, an inland kingdom on Ceylon. |
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14. expel (v): to force someone to leave a school, organization, or country By 1658, the Dutch had permanently expelled the Portuguese from the island. |
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15. lucrative (adj): producing a lot of money gaining control of the lucrative cinnamon trade |
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16. appetite (n): the feeling that you want to eat food Europe’s ever-increasing appetite for cinnamon |
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17. supersede (v): to replace something, especially something older or more old-fashioned The spice trade overall was superseded by the rise of trade in coffee, tea. |
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18. reinforce (v): to make stronger reinforce the bonds between prairie voles |
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19. trigger (v): to cause something to start triggers the motherly behaviour |
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20. empathetic (adj): showing an ability to understand and share the feelings of another One sniff of oxytocin can make a person more trusting, empathetic, generous and cooperative. |
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21. emerge (v): to appear, to come out of something Oxytocin’s role in human behaviour first emerged in 2005. |
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22. groundbreaking (adj): using new methods, innovative in a groundbreaking experiment. |
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23. placebo (n): a substance that is not medicine but that a patient who is taking it believes is medicine, and so they get better The team found that participants who had sniffed oxytocin via a nasal spray beforehand invested more money than those who received a placebo instead. |
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24. charitable (adj): kind, and not judging other people in a severe way People become more charitable, better at reading emotions on others’ faces. |
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25. fuel (v): to make something increase or become stronger The results fuelled the view that oxytocin universally enhanced the positive aspects of our social nature. |
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26. disposition (n): the particular type of character that a person naturally has a person’s disposition |
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27. conduct (v): to organize and perform a particular activity studies conducted by Carolyn DeClerck of the University of Antwerp, Belgium |
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28. favouritism (n): the practice of giving unfair preferential treatment to one person or group Volunteers given oxytocin showed favouritism. |
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29. bias (n): inclination or prejudice for or against one person or group It appears that oxytocin strengthens biases. |
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30. goodwill (n): helpful, or cooperative feelings or attitude promoting general goodwill |
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31. subtlety (n): a small but important detail There were signs of these subtleties from the start. |
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32. take (no) notice of (phr): (not) pay attention; (not) show signs of interest Researchers took no notice of such findings. |
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33. attuned (to) (adj): receptive or aware making people more attuned to their social environment. |
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34. perplexing (adj): confusing, baffling, very puzzling Perhaps we should not be surprised that the oxytocin story has become more perplexing. |
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35. manifest (v): show, demonstrate These basic processes could manifest in different ways. |
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36. identify (v): to recognize Most managers can identify the major trends of the day. |
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37. profound (adj): serious, showing serious thought and wise ideas recognize the less obvious but profound ways these trends are influencing consumers |
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38. aspiration (n): something that you hope to achieve consumers’ aspirations, attitudes, and behaviors |
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39. jeopardize (v): to put something in danger of being harmed or damaged They can jeopardize a company by ceding to rivals the opportunity to transform the industry. |
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40. engender (v): to cause a feeling or attitude to exist engender new value propositions in their core markets |
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41. adept (at) (adj): skillfuladept at analyzing and exploiting trends |
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42. opulence (n): great wealth or luxuriousness The Coach brand had been a symbol of opulence and luxury for nearly 70 years. |
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43. downturn (n): a reduction in economic or business activity the economic downturn of 2008 |
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44. mindset (n): a way of thinking about things Coach saw the new consumer mindset as an opportunity for innovation and renewal. |
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45. commitment (n): a promise to do something, enthusiasm for something the company’s commitment to protecting the environment |
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46. augment (v): to increase the size or value of something Tesco has augmented its business with these innovations. |
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47. infuse (v): to fill someone or something with an emotion or quality infusing its value proposition with a green streak |
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48. incorporate (v): to include something as part of something larger to incorporate elements of a seemingly irrelevant trend into one’s core offerings |
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49. apparel (n): clothes of a special type a focus on athletic apparel |
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50. reinvigorate (v): to strengthen something or someone The infuse-and-augment strategy will allow you to reinvigorate the category. |
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51. counteract (v): to reduce the negative effect of something by doing something that has an opposite effect The ME2 counteracted some of the widely perceived negative impacts of digital gaming devices. |
