1、www.TopS 雅思阅读实战 16 篇（附答案） How to increase sales Published online: Nov 9th 2006 From The Economist print edition How shops can exploit peoples herd mentality to increase sales 1. A TRIP to the supermarket may not seem like an exercise in psychological warfarebut it is. Shopkeepers know that filling a
2、 store with the aroma of freshly baked bread makes people feel hungry and persuades them to buy more food than they had intended. Stocking the most expensive products at eye level makes them sell faster than cheaper but less visible competitors. Now researchers are investigating how swarm intelligen
3、ce (that is, how ants, bees or any social animal, including humans, behave in a crowd) can be used to influence what people buy. 2. At a recent conference on the simulation of adaptive behaviour in Rome, Zeeshan-ul-hassan Usmani, a computer scientist from the Florida Institute of Technology, describ
4、ed a new way to increase impulse buying using this phenomenon. Supermarkets already encourage shoppers to buy things they did not realise they wanted: for instance, by placing everyday items such as milk and eggs at the back of the store, forcing shoppers to walk past other tempting goods to reach t
5、hem. Mr Usmani and Ronaldo Menezes, also of the Florida Institute of Technology, set out to enhance this tendency to buy more by playing on the herd instinct. The idea is that, if a certain product is seen to be popular, shoppers are likely to choose it too. The challenge is to keep customers inform
6、ed about what others are buying. 3. Enter smart-cart technology. In Mr Usmanis supermarket every product has a radio frequency identification tag, a sort of barcode that uses radio waves to transmit information, and every trolley has a scanner that reads this information and relays it to a central c
7、omputer. As a customer walks past a shelf of goods, a screen on the shelf tells him how many people currently in the shop have chosen that particular product. If the number is high, he is more likely to select it too. 4. Mr Usmanis swarm-moves model appeals to supermarkets because it increases sales
8、 without the need to give people discounts. And it gives shoppers the satisfaction of knowing that they bought the right productthat is, the one everyone else bought. The model has not yet been tested widely in the real world, mainly because radio frequency identification technology is new and has o
9、nly been installed experimentally in some supermarkets. But Mr Usmani says that both www.TopS Wal-Mart in America and Tesco in Britain are interested in his work, and testing will get under way in the spring. 5. Another recent study on the power of social influence indicates that sales could, indeed
10、, be boosted in this way. Matthew Salganik of Columbia University in New York and his colleagues have described creating an artificial music market in which some 14,000 people downloaded previously unknown songs. The researchers found that when people could see the songs ranked by how many times the
11、y had been downloaded, they followed the crowd. When the songs were not ordered by rank, but the number of times they had been downloaded was displayed, the effect of social influence was still there but was less pronounced. People thus follow the herd when it is easy for them to do so. 6. In Japan
12、a chain of convenience shops called RanKing RanQueen has been ordering its products according to sales data from department stores and research companies. The shops sell only the most popular items in each product category, and the rankings are updated weekly. Icosystem, a company in Cambridge, Mass
13、achusetts, also aims to exploit knowledge of social networking to improve sales. 7. And the psychology that works in physical stores is just as potent on the internet. Online retailers such as Amazon are adept at telling shoppers which products are popular with like-minded consumers. Even in the pri
14、vacy of your home, you can still be part of the swarm. (644 words) Questions 1-6 Complete the sentences below with words taken from the reading passage. Use NO MORE THAN THREE WORDS for each answer. 1. Shopowners realize that the smell of _ can increase sales of food products. 2. In shops, products
15、shelved at a more visible level sell better even if they are more _. 3. According to Mr. Usmani, with the use of swarm intelligence phenomenon, a new method can be applied to encourage _. 4. On the way to everyday items at the back of the store, shoppers might be tempted to buy _. 5. If the number o
16、f buyers shown on the _ is high, other www.TopS customers tend to follow them. 6. Using the swarm-moves model, shopowners do not have to give customers _ to increase sales. Questions 7-12 Do the following statements agree with the information given in the reading passage? For questions 7-12 write YE
17、S if the statement agrees with the information NO if the statement contraicts the information NOT GIVEN if there is no information on this in the passage 7. Radio frequency identification technology has been installed experimentally in big supermarkets like Wal-Mart. 8. People tend to download more
18、unknown songs than songs they are familiar with. 9. Songs ranked high by the number of times being downloaded are favored by customers. 10. People follow the others to the same extent whether it is convenient or not. 11. Items sold in some Japanese stores are simply chosen according to the sales dat
19、a of other shops. 12. Swarm intelligence can also be observed in everyday life. Answer keys: 1. 答案： (freshly baked) bread. （第 1 段第 2 行： Shoppers know that filling www.TopS a store with the aroma of freshly baked bread makes people feel hungry and persuades them to buy more food than they intended.）
20、2. 答案： expensive. （第 1 段第 4 行： Stocking the most expensive products at eye level makes them sell faster than cheaper but less visible competitors.） 3. 答案： impulse buying. （第 2 段第 1 句： At a recent conference on the simulation of adaptive behaviour in Rome, Zeeshan-ul-hassan Usmani, a computer scienti
21、st from the Florida Institute of Technology, described a new way to increase impulse buying using this phenomenon.） 4. 答案： other (tempting) goods/things/products. （第 2段第 2句： Supermarkets already encourage shoppers to buy things they did not realise they wanted: for instance, by placing everyday item
22、s such as milk and eggs at the back of the store, forcing shoppers to walk past other tempting goods to reach them.） 5. 答案： screen. （第 3 段第 4 行： As a customer walks past a shelf of goods, a screen on the shelf tells him how many people currently in the shop have chosen that particular product. If th
23、e number is high, he is more likely to select it too.） 6. 答案： discounts. （第 4 段第第 1 句： Mr Usmani s “ swarm-moves” model appeals to supermarkets because it increases sales without the need to give people discounts.） 7. 答案： NO. (第 4 段第 3、 4 句： The model has not yet been tested widely in the real world
24、, mainly because radio frequency identification technology is new and has only been installed experimentally in some supermarkets. But Mr Usmani says that both Wal-Mart in America an Tesco in Britain are interestd in his workd, and testing will get under way in the spring. 短语 “ get under way”的意思是“开始
25、进行”，在 Wal-Mart 的试验要等到春天才开始 ) 8. 答案： NOT GIVEN. （在文中没有提及该信息） 9. 答案： YES。 （第 5 段第 3 句： The reseachers found that when people could see the songs ranked by how many times they have been downloaded, they followed the crowd.） 10. 答案： NO。 （第 5 段最后两句： When the songs are not ordered by rank, but the number
26、of times they had been downloaded was displayed, the effect of social influence was still there but was less pronounced. People thus follow the herd when it is easy for them to do so. pronounced 的词义是“显著的、明显的”） 11. 答案： YES。 （第 6 段第 1 句： In Japan a chain of convenience shops called RanKing RanQueen ha
27、s been ordering its products according to sales data from department stores and research companies.） www.TopS 12. 答案： YES。 （最后一段最后一句： Even in the privacy of your home, you can still be part of the swarm. home 应该算是 everyday life 的一部分） Rogue theory of smell gets a boost Published online: 6 December 20
28、06 Rogue theory of smell gets a boost 1. A controversial theory of how we smell, which claims that our fine sense of odour depends on quantum mechanics, has been given the thumbs up by a team of physicists. 2. Calculations by researchers at University College London (UCL) show that the idea that we
29、smell odour molecules by sensing their molecular vibrations makes sense in terms of the physics involved. 3. Thats still some way from proving that the theory, proposed in the mid-1990s by biophysicist Luca Turin, is correct. But it should make other scientists take the idea more seriously. 4. “This
30、 is a big step forward,“ says Turin, who has now set up his own perfume company Flexitral in Virginia. He says that since he published his theory, “it has been ignored rather than criticized.“ 5. Most scientists have assumed that our sense of smell depends on receptors in the nose detecting the shap
31、e of incoming molecules, which triggers a signal to the brain. This molecular lock and key process is thought to lie behind a wide range of the bodys detection systems: it is how some parts of the immune system recognise invaders, for example, and how the tongue recognizes some tastes. 6. But Turin
32、argued that smell doesnt seem to fit this picture very well. Molecules that look almost identical can smell very different such as alcohols, which smell like spirits, and thiols, which smell like rotten eggs. And molecules with very different structures can smell similar. Most strikingly, some molec
33、ules can smell different to animals, if not necessarily to humans simply because they contain different isotopes (atoms that are chemically identical but have a different mass). 7. Turins explanation for these smelly facts invokes the idea that the smell signal in olfactory receptor proteins is trig
34、gered not by an odour molecules shape, but by its vibrations, which can enourage an electron to jump between two parts of the receptor in a quantum-mechanical process called tunnelling. This electron movement could initiate the smell signal being sent to the brain. 8. This would explain why isotopes
35、 can smell different: their vibration frequencies are changed if the atoms are heavier. Turins mechanism, says Marshall www.TopS Stoneham of the UCL team, is more like swipe-card identification than a key fitting a lock. 9. Vibration-assisted electron tunnelling can undoubtedly occur it is used in a
36、n experimental technique for measuring molecular vibrations. “The question is whether this is possible in the nose,“ says Stonehams colleague, Andrew Horsfield. 10. Stoneham says that when he first heard about Turins idea, while Turin was himself based at UCL, “I didnt believe it“. But, he adds, “be
37、cause it was an interesting idea, I thought I should prove it couldnt work. I did some simple calculations, and only then began to feel Luca could be right.“ Now Stoneham and his co-workers have done the job more thoroughly, in a paper soon to be published in Physical Review Letters. 11. The UCL tea
38、m calculated the rates of electron hopping in a nose receptor that has an odorant molecule bound to it. This rate depends on various properties of the biomolecular system that are not known, but the researchers could estimate these parameters based on typical values for molecules of this sort. 12. T
39、he key issue is whether the hopping rate with the odorant in place is significantly greater than that without it. The calculations show that it is which means that odour identification in this way seems theoretically possible. 13. But Horsfield stresses that thats different from a proof of Turins id
40、ea. “So far things look plausible, but we need proper experimental verification. Were beginning to think about what experiments could be performed.“ 14. Meanwhile, Turin is pressing ahead with his hypothesis. “At Flexitral we have been designing odorants exclusively on the basis of their computed vi
41、brations,“ he says. “Our success rate at odorant discovery is two orders of magnitude better than the competition.“ At the very least, he is putting his money where his nose is. (668 words Nature) Questions 1-4 Do the following statements agree with the information given in the passage? Please write
42、 TRUE if the statement agrees with the writer FALSE if the statement does not agree with the writer www.TopS NOT GIVEN if there is no information about this in the passage 1. The result of the study at UCL agrees with Turins theory. 2. The study at UCL could conclusively prove what Luca Turin has hy
43、pothesized. 3. Turin left his post at UCL and started his own business because his theory was ignored. 4. The molecules of alcohols and those of thiols look alike. Questions 5-9 Complete the sentences below with words from the passage. Use NO MORE THAN THREE WORDS for each answer. 5. The hypothesis
44、that we smell by sensing the molecular vibration was made by _. 6. Turins company is based in _. 7. Most scientists believed that our nose works in the same way as our _. 8. Different isotopes can smell different when _ weigh differently. 9. According to Audrew Horsfield, it is still to be proved th
45、at _ could really occur in human nose. Question 10-12 Answer the questions below using NO MORE THAN THREE WORDS from the passage for each answer. 10. Whats the name of the researcher who collaborated with Stoneham? 11. What is the next step of the UCL teams study? 12. What is the theoretical basis i
46、n designing odorants in Turins company? (by Zhou Hong) Answer Keys and Explanations www.TopS 1. T 见第一段。“ give sth the thumbs up”为“接受“的意思。 2. F 见第三段。“ Thats still some way from proving that the theory, proposed in the mid-1990s by biophysicist Luca Turin, is correct.”意即“现在尚无法证实生物物理学家 Luca 在九十年代中期提出的理
47、论是否正确。” 3. NG 4. T 见第六段“ Molecules that look almost identical can smell very different such as alcohols, which smell like spirits, and thiols, which smell like rotten eggs.”“ identical”一词是“完全相同”的意思。这句话是说 alcohols 和 thiols 的分子结构看起来一样，但是它们的味道却相去甚远。 5. Luca Turin 文章第二，三和七段均可看出 Luca 的理论即人类的鼻子是通过感觉气味分子的震动来分辨气味的。 6. Virginia 见第四段。 7. tongue 见第五段“ This molecular lock and key process is thought to lie behind a wide range of the bodys detection systems: it is how some parts of the immune system recognise invaders, for exampl
