What do consumers really want? That’s a question market researchers would love to answer. But since people don’t always say what they think, marketers would need direct access to consumers’ thoughts to get the truth.
And now, in a way, that is possible.At the “Mind of the Market” laboratory at Harvard Business School, researchers are looking inside shoppers’ skulls to develop more effective advertisements and marketing styles.Using imaging techniques that measure blood flow to various parts of the brain, the Harvard team hopes to predict how consumers will react to particular products and to discover the most effective ways to present information.Stephen Kosslyn, a professor of psychology at Harvard, and business school professor Gerald Zaltman, oversee the lab.“The goal is not to influence people’s preferences,” says Kosslyn, “just to speak to their actual desires."
The group’s findings, though still preliminary (初步的), could change how firms develop and market new products.The Harvard group use position emission tomography (PET) scans to monitor the brain activity.These PET scans, along with other imaging techniques, enable researchers to see which parts of the brain are active during specific tasks(such as remembering a word).Correlations (相互关系) have been found between blood flow to specific areas and future behavior.Because of this, Harvard researchers believe the scans can also predict future purchasing patterns.According to an unpublished paper the group produced, “It is possible to use these techniques to predict not only whether people will remember and have specific emotional reactions to certain materials, but also whether they tend to want those materials months later.”
The Harvard group is now moving into the next stage of experiments.They will explore how people remember advertisements as part of an effort to predict how they will react to a product after having seen an ad.The researchers believe that once key areas of the brain are identified, scans on about two dozen volunteers will be enough to draw conclusions about the reactions of specific sections of the population.Large corporations-including Coca Cola, Eastman Kodak, General Motors, and Hallmark-have already signed up to fund further investigations.
For their financial support, these firms gain access to the experiments but cannot control them.If Kosslyn and Zahman and their team really can read the mind of the market, then consumers may find it even harder to get those advertising jingles-out of their heads.
1.Which of the following statements can be the best title for this passage?
A.Reading the Mind of the Market.
B.Influencing the Customers’ Choice.
C.Influencing the Style of Advertising.
D.Experimenting with the Way to Foretell
2.Why do the Harvard researchers use scientific technology in the experiments?
A.Because they want to find a better way to persuade people into purchasing patterns in the future in the different market.
B.Because they don’t trust the findings already done by other researchers.
C.Because they want to see how particular products can influence consumers and find out the most effective ways to advertise.
D.Because they think the marketing strategies can actually be changed after the experiments.
3.The following statements are true except that________
A.People sometimes hide their true feelings when questioned by the marketing surveyors.
B.Stephen Kosslyn and Gerald Zaltman are in charge of the experiment and think ill of the study.
C.Harvard researchers have found some relation between people’s brain and future behavior.
D.Many large companies finance the Harvard group’s further investigations.
4.What does “to speak to” in the 2nd paragraph mean?
A.To communicate with. B.To say to.
C.To talk to. D.To respond to.
5.The last sentence of the passage implies that ___________.
A.it is very likely that customers will buy unnecessary things just depending on the ads in the future.
B.in fact, the real purpose of Harvard group’s research is to attract more consumers into the market.
C.Coca Cola or the General Motors can exploit the findings of the experiments in their own marketing.
D.consumers may find it more difficult to get out of the advertising jungle and it may cause them headaches.
高三英语阅读理解困难题
What do consumers really want? That’s a question market researchers would love to answer. But since people don’t always say what they think, marketers would need direct access to consumers’ thoughts to get the truth.
And now, in a way, that is possible.At the “Mind of the Market” laboratory at Harvard Business School, researchers are looking inside shoppers’ skulls to develop more effective advertisements and marketing styles.Using imaging techniques that measure blood flow to various parts of the brain, the Harvard team hopes to predict how consumers will react to particular products and to discover the most effective ways to present information.Stephen Kosslyn, a professor of psychology at Harvard, and business school professor Gerald Zaltman, oversee the lab.“The goal is not to influence people’s preferences,” says Kosslyn, “just to speak to their actual desires."
The group’s findings, though still preliminary (初步的), could change how firms develop and market new products.The Harvard group use position emission tomography (PET) scans to monitor the brain activity.These PET scans, along with other imaging techniques, enable researchers to see which parts of the brain are active during specific tasks(such as remembering a word).Correlations (相互关系) have been found between blood flow to specific areas and future behavior.Because of this, Harvard researchers believe the scans can also predict future purchasing patterns.According to an unpublished paper the group produced, “It is possible to use these techniques to predict not only whether people will remember and have specific emotional reactions to certain materials, but also whether they tend to want those materials months later.”
The Harvard group is now moving into the next stage of experiments.They will explore how people remember advertisements as part of an effort to predict how they will react to a product after having seen an ad.The researchers believe that once key areas of the brain are identified, scans on about two dozen volunteers will be enough to draw conclusions about the reactions of specific sections of the population.Large corporations-including Coca Cola, Eastman Kodak, General Motors, and Hallmark-have already signed up to fund further investigations.
For their financial support, these firms gain access to the experiments but cannot control them.If Kosslyn and Zahman and their team really can read the mind of the market, then consumers may find it even harder to get those advertising jingles-out of their heads.
1.Which of the following statements can be the best title for this passage?
A.Reading the Mind of the Market.
B.Influencing the Customers’ Choice.
C.Influencing the Style of Advertising.
D.Experimenting with the Way to Foretell
2.Why do the Harvard researchers use scientific technology in the experiments?
A.Because they want to find a better way to persuade people into purchasing patterns in the future in the different market.
B.Because they don’t trust the findings already done by other researchers.
C.Because they want to see how particular products can influence consumers and find out the most effective ways to advertise.
D.Because they think the marketing strategies can actually be changed after the experiments.
3.The following statements are true except that________
A.People sometimes hide their true feelings when questioned by the marketing surveyors.
B.Stephen Kosslyn and Gerald Zaltman are in charge of the experiment and think ill of the study.
C.Harvard researchers have found some relation between people’s brain and future behavior.
D.Many large companies finance the Harvard group’s further investigations.
4.What does “to speak to” in the 2nd paragraph mean?
A.To communicate with. B.To say to.
C.To talk to. D.To respond to.
5.The last sentence of the passage implies that ___________.
A.it is very likely that customers will buy unnecessary things just depending on the ads in the future.
B.in fact, the real purpose of Harvard group’s research is to attract more consumers into the market.
C.Coca Cola or the General Motors can exploit the findings of the experiments in their own marketing.
D.consumers may find it more difficult to get out of the advertising jungle and it may cause them headaches.
高三英语阅读理解困难题查看答案及解析
What's that one thing you really should do, but keep putting off? We all have them: time-consuming, or difficult chores we're afraid of and drag out until the last minute — if we complete them at all.
But what if we could drive ourselves into those boring tasks by pairing them with something we really enjoy? Research suggests that combining the things we want to do, with the thing we should do, could be a nice trick to reach our goals. The method is known as "temptation bundling" and it allows you to combine two differing, but complementary activities at the same time.
"I only let myself get a footbath when I'm doing some work," says Katherine Milkman, a professor of behavioral economics at the University of Pennsylvania. Another example? Going to your favorite restaurant but with a difficult colleague, or someone you're supposed to spend time with, such as a relative.
In short, it's pairing something you like with something you don't like, offering you incentive to do something you might be putting off.
Exercise is one activity routinely treated as a boring task — so Milkman used it in an experiment to know how temptation bundling works in reality.
In her experiment. Milkman encouraged students to exercise while listening to addictive, page-turning audiobooks. One group, which could only access the audiobooks while at the gym, were 51% more likely to exercise than the control group, which were able to listen when they liked. Another group, whose access to the audiobooks was not restricted but who were merely encouraged to bundle the activities, were 29% more likely to exercise than the control group.
The benefit of "temptation bundling" comes from doing two things at once that go well together, says Milkman. "The secret is to bundle tasks that require different effort. For instance, if one task requires focus or concentration, you want the other not to be too distracting — reading while listening to a podcast is very difficult, for example, while cooking and listening is more realistic." Milkman adds.
1.Temptation bundling can help us to______.
A.avoid delaying what should be done in time.
B.solve two problems at a time.
C.put what we have learned into practice.
D.improve our ability to face a chore.
2.The two percentages 51% and 29% in paragraph 6 show that_____.
A.many people treat exercise as a boring task.
B.most people consider listening to audiobooks a boring thing.
C.combining two activities at the same time can contribute to each other.
D.the control group do the worst in dealing with physical exercise.
3.Which of the following is true according to this passage?
A.Cooking and listening can be combined because neither needs focus.
B.Combining two differing, but complementary tasks is popular among us.
C.Milkman's experiment shows that temptation bundling is effective.
D.Temptation bundling is suitable for reading and listening to a podcast.
4.This passage is intended to tell us_____.
A.what benefits pairing two tasks will bring us.
B.how to get a boring task completed.
C.what tasks can be paired with each other.
D.how to identify the bad habit of putting off.
高三英语阅读理解中等难度题查看答案及解析
“What is one thing that you would want to do now?” Tracy, my best friend, _______such question to me one day when we had a video chat.
"Lie in bed, eat, drink and do some reading. It would be the _______ not getting out of the house ever again!" I replied, _______.Looking back at this memory, I wish I was more_______ and happier with all those fun times I had with friends. I never thought things would go the way I _______. Due to the fast spreading COVID-19,the entire school district has been _______for the past 3 weeks. Recently, we have received _______of it being closed until next semester.
It's _______how I've always wanted to be at home and have the _______of never going out again. As soon as I had this opportunity, I was ________. Thinking that I will be ________at home for the next two months, ________I become very unwell.
Whenever I was at________,I wished to go home. Now I have to be at home and I ________school. Am I ridiculous? I guess I really am.
In the following days,I have experienced and________the panic caused by the COVID-19. I've ________realized what is the significance of life and how ________ the health is. Also I've learned that good living and studying ________ are vital to all of us. Most importantly, I figure out that the world is whole and ________and we are required to live in ________with each other.
1.A.gave B.threw C.showed D.took
2.A.easiest B.simplest C.toughest D.best
3.A.smiling B.crying C.laughing D.sighing
4.A.content B.confident C.energetic D.accurate
5.A.know B.want C.find D.imagine
6.A.cut off B.moved away C.blocked up D.shut down
7.A.news B.letters C.warning D.punishment
8.A.amazing B.difficult C.strange D.crazy
9.A.right B.option C.permit D.opinion
10.A.upset B.happy C.calm D.awkward
11.A.stuck B.left C.locked D.monitored
12.A.again B.still C.suddenly D.quickly
13.A.outside B.class C.home D.school
14.A.ignore B.miss C.choose D.quit
15.A.got B.shared C.witnessed D.understood
16.A.just B.truly C.never D.quickly
17.A.weak B.safe C.poor D.precious
18.A.habits B.skills C.plans D.problems
19.A.full B.crowded C.connected D.beautiful
20.A.nature B.harmony C.space D.hope
高三英语完形填空中等难度题查看答案及解析
Well, I really don’t know what you mean, ______ you want me to do?
A. what it is that B. what is it that
C. how it is that D. how is it that
高三英语单项填空中等难度题查看答案及解析
. Her unusual success shows that if someone can do their job really well, then the question ________ male or female is not so important.
A.if they are | B.of whether they are | C.whether they being | D.of whether to be |
高三英语单项填空简单题查看答案及解析
Have you ever been asked the question “What do you want to be when you grow up?” I am someone who’s _________ been able to answer the question. The problem wasn’t that I didn’t have any _________ ---- it was that I had too many. In high school, I liked English, math and art and I built websites and I played the guitar. This _________ after my high school, _______ at a certain point, I started to get bored. And usually I would try and _______ anyway, because I had already devoted so much time and energy and sometimes money to this field. But eventually this sense of _______ would get to be too much. And I would have to let it go.
This pattern caused me a lot of _________ for two reasons. The first was that I wasn’t _______ how I was going to turn any of this into a career. I thought that I would eventually have to _______ one thing, deny all of my other passion. The __________ reason was that I worried that there was something wrong with this, and something wrong with me for being __________ to stick with anything. I was afraid of commitment. ________, there is nothing wrong with me. I am just a multipotentialite(多重潜力者). A multipotentialite is someone __________ many interests and creative pursuits. It is easy to see your multipotentiality as a limitation that you need to __________. But what I have learnt is that there are three multipotentialite __________: Idea synthesis(综合), rapid learning and adaptability.
In fact, some of the best teams are made up of a specialist and multipotentialites. The specialist can dive in deep ideas, __________ the multipotentialite brings a width of knowledge to the project. It is a __________ partnership. So what I hope is this: If you are a ________ at heart, then by all means, specialize. But to the multipotentiallites, please __________ your many passions and follow your curiosity. The world __________ multipotentialites.
1.A.always B.sometimes C.never D.still
2.A.thoughts B.interests C.questions D.subjects
3.A.happened B.changed C.stopped D.continued
4.A.because B.but C.so D.when
5.A.insist B.agree C.save D.compare
6.A.satisfaction B.achievement C.freedom D.boredom
7.A.desperation B.surprise C.excitement D.anxiety
8.A.curious B.brave C.sure D.careful
9.A.know B.control C.involve D.pick
10.A.other B.important C.simple D.same
11.A.unable B.pleased C.easy D.willing
12.A.Personally B.Actually C.Perfectly D.Luckily
13.A.for B.like C.with D.regarding
14.A.refuse B.guard C.search D.overcome
15.A.powers B.results C.weaknesses D.restrictions
16.A.since B.while C.because D.although
17.A.real B.new C.beautiful D.limited
18.A.thinker B.specialist C.scientist D.student
19.A.achieve B.discover C.combine D.accept
20.A.needs B.fears C.annoys D.challenges
高三英语完形填空中等难度题查看答案及解析
Next comes the question________you want to put in the box?
A.that | B.what | C.where | D.how |
高三英语单项填空简单题查看答案及解析
听下面一段独白,回答以下小题。
1.What does the speaker really want to do?
A. She wants to give some advice to middle school students.
B. She is announcing an advertisement.
C. She wants to tell us how to choose a university.
2.What is the speaker’s suggestion?
A. To earn money after middle school.
B. To go on to study.
C. She doesn’t know what to do yet.
3.Which of the following is NOT true?
A. The more years of school you attend,the more money you are likely to make.
B. The more educated you are,the more choices you have.
C. You can only choose colleges to study further beyond middle school.
高三英语短文简单题查看答案及解析
听下面一段独白,回答以下小题。
1.What does the speaker really want to do?
A. She wants to give some advice to middle school students.
B. She is announcing an advertisement.
C. She wants to tell us how to choose a university.
2.What is the speaker’s suggestion?
A. To earn money after middle school.
B. To go on to study.
C. She doesn’t know what to do yet.
3.Which of the following is NOT true?
A. The more years of school you attend,the more money you are likely to make.
B. The more educated you are,the more choices you have.
C. You can only choose colleges to study further beyond middle school.
高三英语短文中等难度题查看答案及解析
—What sort of house do you want to have? Something big?
—Well, it _____ be really huge梥ize isn't so important.
A.needn't B.mustn't C.can't D.won't
高三英语单项填空简单题查看答案及解析