题目
题型：不详难度：来源：
Let"s do the math first: you walk into a coffee shop and see two deals for a cup of coffee. The first deal offers 33 percent extra coffee. The second takes 33 percent off the regular price. What"s the better deal? Well, they are about the same, you"d think. And you"d be wrong. The deals appear to be equal, but in fact, they are different. Here"s the math: Let"s say the standard coffee is 10 yuan and let"s divide the amount of coffee into three portions(部分). That makes about 3.3 yuan per portion, The first deal gets you 4 portions for 10 yuan (2.5 yuan per portion) and the second gets you 3 portions of coffee for 6.6 yuan (2.2 yuan per portion) and is therefore a better deal.
In a new study published by the Journal of Marketing, participants were asked the same question, and most of them chose the first deal, the Atlantic website reported. Why? Because getting something extra for free feels better than getting the same for less. The applications of this view into consumer psychology(心理) are huge. Instead of offering direct discounts, shops offer larger sizes or free samples.
According to the study, the reason why these marketing tricks work is that consumers don"t really know how much anything should cost, so we rely on parts of our brains that aren"t strictly quantitative.
There are some traps we should be aware of when shopping. First of all, we are heavily influenced by the first number. Suppose you are shopping in Hong Kong. You walk into Hermes, and you see a 100,000 yuan bag. "That"s crazy." You shake your head and leave. The next shop is Gucci, a handbag here costs 25,000 yuan. The price is still high, but compared to the 100,000 yuan price tag you just committed to your memory, this is a steal. Stores often use the price difference to set consumers" expectation.
Another trap we often fall to Is that we are not really sure what things are worth. And so we use clues(暗示) to tell us what we ought to pay for them. US economist Dan Ariely has done an experiment to prove this. According to the Atlantic, Ariely pretended he was giving a lecture on poetry. He told one group of students that the tickets cost money and another group that they would be paid to attend. Then he informed both groups that thelecture was free. The first group was anxious to attend, believing they were getting something of value for free. The second group mostly declined, believing they were being forced to volunteer for the same event without reward.
What"s a lecture on poetry by an economist worth? The students had no idea. That"s the point. Do we really know what a shirt is worth ? What about a cup of coffee? What"s the worth of a life insurance.policy? Who knows? Most of us don"t. As a result, our shopping brain uses only what is knowable: visual(祝觉的) clues, invited emotions, comparisons, and a sense of bargain. We are not stupid. We are just easily influenced.
小题1:The first paragraph of the passage is intended to
| A．ask a question | B．introduce a topic |
| C．give some examples | D．describe a phenomenon |
| A．consumers usually fall into marketing traps |
| B．consumers" expectation is difficult to predict |
| C．consumers" purchasing power is always changing |
| D．consumers rely on their own judgment when shopping |
| A．The first number has little influence on which item should be bought. |
| B．Consumers never use visual clues to decide how much should be paid. |
| C．Getting something extra for free is better than getting the same for less. |
| D．Consumers never rely on parts of the brains that aren"t strictly quantitative. |
| A．showing price differences | B．offering larger sizes |
| C．providing free samples | D．giving direct discounts |
| A．Ariely"s free lecture enjoyed popularity among students. |
| B．The students actually didn"t know what the lecture was worth. |
| C．The second group was willing to be volunteers without reward. |
| D．The first group was eager to find out the value of Ariely"s lecture. |
答案
小题1:B
小题2:A
小题3:C
小题4:D
小题5:B
解析
试题分析：
小题1:B 推理题。本文第一段的目的就是为了引出所要谈论的这个话题，怎么样才是一个明智的消费者？第一段的作用是引起下文，故B正确。
小题2:A 推理题。第二段距了这样的一个例子是为了说明很多的消费者在购物的时候都没有算清楚真正的那种方法更合理，容易犯错。故A正确。
小题3:C 细节题。根据第三段3,4行Why? Because getting something extra for free feels better than getting the same for less.说明C的说法正确。
小题4:D 细节题。根据文章列举的多个例子可知商家给出了多种打折的方法，但是就是没有给出直接的折扣，使用了一些其它的方法如数学方面来让人很困惑，就是没有给出直接的折扣。故D的说法正确。
小题5:B 细节题。根据文章最后一段1,2行What"s a lecture on poetry by an economist worth? The students had no idea. That"s the point.说明B正确。学生并不清楚这个演讲的真正价值。
点评：本文讲述了在商家打折的时候所运用的多种方法，最终的目的是让消费者不能理性消费，以实现他们盈利的目的。考查了推理题和细节题为主，要求考生能根据文章中的细节和上下文的信息在根据题目中的隐含信息作出准确的判断推理。
核心考点
试题【You are careful with your money: you collect all kinds of coupons; look for grou】；主要考察你对题材分类等知识点的理解。[详细]
举一反三
International Left-Handers’ Day is August the thirteenth. The International Left-Handers Day, Web site says the Left-Handers Club started the holiday in 1992. It wanted left-handers around the world to celebrate. And it wanted to bring attention to the everyday problems of people who use their left hands.
One of these problems is difficulty using equipment and tools, like scissors. In general, most tools and equipment are made for people who are right-handed. The Left-Handers Club tries to educate designers and producers to consider the safety of left-handed people when producing their products.
Another problem is that many people have considered it bad to be left-handed. Some teachers and parents have tried to force children who used their left hands to use their right ones instead.
Scientists do not really know why some people are left-handed. They have believed the reason is genetic.They say the gene（基因） increases the chance of being left-handed. It appears to play an important part in deciding which part of the brain controls different activities. In right-handed people, the left side of the brain usually controls speech and language. The right side controls feelings. However, the opposite is often true in left-handed people.
Scientists believe the gene is responsible for this. The gene showed a link with left-handedness in nine to twelve percent of the population.
About ten percent of people around the world are left-handed.
小题1:International Left-handers’ Day aims to（目的是） bring attention to_________.
| A．the right-handers |
| B．the everyday problems |
| C．the people who have some difficulty using equipment and tools |
| D．the everyday problems of people who use their left hands |
| A．One. | B．Two. | C．Three. | D．Four. |
| A．habits | B．genetics | C．parents | D．birthplaces |
| A．About 9% | B．About 12% | C．About 9.12% | D．About 10% |
I don’t remember my reply. But I do remember a sudden 38 feeling inside me. I had always been delighted at how much my daughter noticed in her 39 , whether it was 40 in flight or children playing. But now she was noticing 41 and beggary.
A few days later, I saw an article in the newspaper about volunteers who picked up a food package from a nearby school on a Sunday morning and 42 it to an elderly person. It was quick and easy. I 43 us up. Nora was 44 about it. She could understand the importance of food, so she could easily see how 45 our job was. When Sunday came, she was ready, but I had to 46 myself to leave the house. On the way to the school, I fought an urge to turn 47 . The Sunday paper and coffee were waiting at home. Why do this? 48 , we phoned the elderly person we’d been appointed. She 49 us right over.
The building was in a sad state. Facing us was a silver-haired woman in an old dress. She took the package and asked us to come in. Nora ran inside. I unwillingly followed. 50 inside, I saw that the department belonged to someone poor. Our hostess showed us some photos. Nora played and when it came time to say goodbye, we three hugged, I walked home in tears.
Professionals call such a(n) 51 “a volunteer opportunity”. They are opportunities, I’ve come to see. Where else but as volunteers do you have opportunity to do something 52 that’s good for others as well as for yourself? Nora and I regularly serve to needy people and 53 clothes for the homeless. Yet, as I’ve 54 her grow over these past four years, I still wonder—which of us has 55 more?
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Researchers at the University of Southern California and the University of Hawaii did the new study. The New England Journal of Medicine published the findings. The eight-year research studied more than 180,000 people. They included present and former smokers and people who never smoked. Almost 2,000 people in the study developed lung cancer.
Researchers say genetics might help explain the racial and ethnic differences. There could be differences in how people"s bodies react to smoke. But environmental influences, including the way people smoke, could also make a difference.
African-Americans and Latinos in the study are reported smoking the fewest cigarettes per day. Whites are the heaviest smokers. But the scientists point out that blacks have been reported to breathe cigarette smoke more deeply than white smokers. This could fill their lungs with more of the chemicals in tobacco that cause cancer.
Scientists know that some diseases effect different groups differently. And some drug companies have begun to develop racially targeted medicines. Last June, the United States Food and Drug Administration approved a drug designed to treat heart failure in black patients. The name is BiDil. The agency called it "a step toward the promise of personalized medicine."
小题1:Which of the following orders is from higher to lower risk of having lung cancer?
| A．Whites—Native Hawaiians |
| B．Africans—Americans—Latinos |
| C．Asians—Native Hawaiians |
| D．Africans—Americans—Native Hawaiians |
| A．the larger amount of smoking than white people |
| B．the living style or habit of the blacks |
| C．the depth of cigarette smoke into their lungs |
| D．the physical strength to react to cigarette smoke |
| A．heavy smokers in America | B．the black and white people |
| C．the Asians and Hawaiians | D．smokers and non-smokers |
| A．explain different races react to some diseases differently |
| B．tell the readers that racial differences exist in smokers |
| C．show a big step people have taken in the medicine area |
| D．support the idea that it is easy for blacks to have cancers |
With their grey skin, mournful eyes and slow heavy pace, you could be forgiven for thinking elephants are uniformly melancholy(忧郁的) creatures. But scientists have now discovered the largest living land animals have personalities to match their size.
In a new study of African elephants, researchers have identified four distinct characters that are common in a herd – the leaders, the gentle giants, the playful rogues(小淘气) and the reliable plodders (辛勤工作的人).
Each of the types has developed to help the giant mammals survive in their harsh environment and is almost unique in the animal kingdom, according to the scientists.
Professor Phyllis Lee and her colleague Cynthia Moss studied a herd of elephants in the Amboseli National Park in Kenya known as the EB family — famous for their matriarch Echo before she died in 2009.
Using data collected over 38 years of watching this group, the researchers analyzed them for 26 types of behavior and found four personality features tended to emerge.
The strongest personality to emerge was that of the leader. Unlike other animals, where leadership tends to be won by the most dominant and aggressive individual, the elephants instead respected intelligence and problem solving in their leader. Echo, the matriarch and oldest in the group, her daughter Enid, and Ella, the second oldest female, all emerged as leaders.
The playful elephants tended to be younger but were more curious and active. Eudora, a 40-year-old female in the herd, seemed to be the most playful, consistently showing this feature throughout her life while playfulness in some of the other elephants declined with age.
Gentle elephants, which included two 27-year-old females Eleanor and Eliot, touched and rubbed against others more than the others.
Those that were reliable tended to be those that were most consistent at making good decisions, helped to care for infants in the herd and were calm when faced with threats. Echo and her youngest daughter Ebony seemed to be the most reliable.
Professor Lee said that elephants with these features tended to be the most socially integrated in the group while those who tended to be less reliable and pushy were more likely to split from the herd.
小题1:From the passage we get to know that ________.
| A．the researchers reached their conclusion by analyzing the data |
| B．the research centered on the 26 types of behavior of the matriarch |
| C．the scientists conducted the research by comparing elephants with other animals |
| D．professor Phyllis Lee and her colleague spent nearly 38 years tracking the herd |
| A．playfulness of an elephant will always decline with age |
| B．those elephants which are caring and wise are most reliable |
| C．each elephant can be matched with only one of the four personalities |
| D．once becoming a member of a herd, an elephant will never split from it |
| A．mother and daughter | B．two oldest females |
| C．the gentlest ones | D．leader and member |
I was talking to someone the other day who told me he first studied accounting because that was what everyone was studying several years ago. It was and some say still is a reliable career. However, then he told me that he was now studying financial investment because again--- that’s what everyone was studying now and it was needed if he wanted to get ahead in the company.
And I asked him what he was actually interested in and then— well the conversation kind of died. So I asked why he had bothered studying accounting in the first place and he explained that it was his parents’ idea. Finally I asked what his passion was and he wasn’t too sure because he never thought about it.
And so it is— lifelong learning— or the continual need to make ourselves marketable in a world that appears to be more competitive as time goes by. Is there a secret to help us so we can live a life of quality?
Regardless or not at this stage in world history with increasing connection between people,
ideas and markets — the ability to match the needs and desires of the day with your own skills and products is a tremendous and vigorous challenge.
Many have gone into English or foreign language study because it was encouraged at the time when China was entering the WTO. Or maybe they were interested in international affairs or working abroad. Upon graduation they then faced the reality that there was a limit to how many jobs they could apply for.
Perhaps some then studied further doing courses for work such as a tour guide or translator/ interpreter. Many may have decided that going into teaching was more rewarding or stable. Others would have gone into media or advertising or conference management and acquired new skills along the way.
This constant quest to remain ahead of the game makes many upset and exhausted. Some futurists who examine technology have even predicted that people should expect to change careers six or seven times during their lifetime!
So if you are concerned by the nature of change, why not start spending more time looking at the most modern leading economies, institutions and their publications. A whole lot of changes are starting to happen yet there is no reason why this cannot be enjoyable, exciting and also rewarding. Our attitude, approach and willingness to continually learn and update our skills must remain strong.
My tip is to track the work that our government is setting about to achieve. In particular, look at the people who have been chosen as the key support team and try to read behind the light surface news and look at their career development and examine the recent reports that they are now recommending the government move towards. Key industry development, new ways of dealing with information and new demands are creating opportunities for the students and workers of tomorrow — if we stay prepared.
小题1:Who is this article intended for?
| A．Government administrators. |
| B．Students planning their careers. |
| C．Foreign language learners. |
| D．Professors designing courses. |
| A．many people decide their majors without knowing their own interest |
| B．parents’ decisions are always blind and will result in a life of low quality |
| C．accounting and financial investment are necessary to ensure a reliable career. |
| D．people never have a chance to think about their own interest in choosing career. |
| A．exhausting | B．disappointing | C．unbelievable | D．necessary |
| A．we are prepared for the changes |
| B．we know who President has on his support team |
| C．we read the publications of advanced institutions |
| D．we learn English or some other foreign languages |
| A．shows the government’s interest in new information |
| B．enables you to find out how hard-working these people are |
| C．indicates the direction the economy is developing |
| D．reveals the government encourages creative young people |
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