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　　医学考博阅读理解习题 (2)

　　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.

　　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 pitches. 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 manipulate peoples' preferences,”

　　says Kosslyn, “just to speak to their actual desires.” The group's findings,

　　though still preliminary, could radically change how firms develop and market

　　new products.

　　The Harvard group use position emission topography (PET) scans to monitor

　　the brain activity. These PET scans, along with other non-invasive imaging

　　techniques; enable researchers to see which parts of the brain are active during

　　specific tasks (such as remembering a word..Correlations 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　　According to an unpublished paper the group produced, “It is possible to use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 will be

　　inclined 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 segments 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 Zaltman 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. Controlling the Consumers' Preferences

　　C. Improving the Styles of Advertising

　　D. Finding Out the Way to Predict

　　2.Why do the Harvard researchers use scientific technology in the

　　experiments?

　　A. Because they don't believe the surveys done by the marketers can lead to

　　the truth.

　　B. Because they are asked by the marketers to find a direct way to read the

　　consumers' thoughts.

　　C. Because they want to find out how the ads influence people's brain

　　activity and emotional responses etc.

　　D. Because they expect that their experiments can basically alter

　　themarketing strategies of products.

　　3.Which of the following is not true according to the passage?

　　A. Sometimes people will conceal what they think when beingquestioned by

　　the market researchers.

　　B. Stephen Kosslyn and Gerald Zaltman overlook the experiments and

　　criticize the purpose of the study.

　　C. Harvard researchers have found the corresponding relations between

　　people's brain and behavior.

　　D. There are many large organizations endorsing and financing the Harvard

　　group's further investigation.

　　4.What does “to speak to” in the last sentence of the second

　　paragraphmean?

　　A. to talk to 　 B. to say to

　　C. C.to communicate to 　　D. to respond to

　　5.The last sentence of this passage implies that ______.

　　A. If the experiments' results can be applied to the practice, thecustomers

　　will be very likely to buy things according to the ads.

　　B. If the Harvard group can succeed in finishing the research, they willuse

　　it in attracting more and more and more and more consumers into the market.

　　C. The financial supporting corporations such as Coca Cola, General Motors

　　can employ the experiments in their own marketing

　　D. The consumers may discover that those ads will always annoy them by

　　jingling out of their heads and cause them headaches.

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