雅思閱讀模擬試題及答案

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From The Economist print edition

How shops can exploit people's herd mentality to increase sales

1.A TRIP to the supermarket may not seem like an exercise in psychologicalwarfarebut it is.Shopkeepers know that filling a store with the aroma offreshly baked bread makes people feel hungry and persuades them to buy more foodthan they had intended.Stocking the most expensive products at eye level makesthem sell faster than cheaper but less visible competitors.Now researchers areinvestigating how swarm intelligence (that is，how ants，bees or any socialanimal，including humans，behave in a crowd) can be used to influence what peoplebuy.

2.At a recent conference on the simulation of adaptive behaviour inRome，Zeeshan-ul-hassan Usmani，a computer scientist from the Florida Institute ofTechnology，described a new way to increase impulse buying using thisphenomenon.Supermarkets already encourage shoppers to buy things they did notrealise they wanted: for instance，by placing everyday items such as milk andeggs at the back of the store，forcing shoppers to walk past other tempting goodsto reach them.Mr Usmani and Ronaldo Menezes，also of the Florida Institute ofTechnology，set out to enhance this tendency to buy more by playing on the herdinstinct.The idea is that，if a certain product is seen to be popular，shoppersare likely to choose it too.The challenge is to keep customers informed aboutwhat others are buying.

3.Enter smart-cart technology.In Mr Usmani's supermarket every product hasa radio frequency identification tag，a sort of barcode that uses radio waves totransmit information，and every trolley has a scanner that reads this informationand relays it to a central computer.As a customer walks past a shelf of goods，ascreen on the shelf tells him how many people currently in the shop have chosenthat particular product.If the number is high，he is more likely to select ittoo.

4.Mr Usmani's swarm-moves model appeals to supermarkets because itincreases sales without the need to give people discounts.And it gives shoppersthe satisfaction of knowing that they bought the right productthat is，the oneeveryone else bought.The model has not yet been tested widely in the realworld，mainly because radio frequency identification technology is new and hasonly been installed experimentally in some supermarkets.But Mr Usmani says thatboth Wal-Mart in America and Tesco in Britain are interested in his work，andtesting will get under way in the spring.

5.Another recent study on the power of social influence indicates thatsales could，indeed，be boosted in this way.Matthew Salganik of ColumbiaUniversity in New York and his colleagues have described creating an artificialmusic market in which some 14,000 people downloaded previously unknown songs.Theresearchers found that when people could see the songs ranked by how many timesthey had been downloaded，they followed the crowd.When the songs were not orderedby rank，but the number of times they had been downloaded was displayed，theeffect of social influence was still there but was less pronounced.People thusfollow the herd when it is easy for them to do so.

6.In Japan a chain of convenience shops called RanKing RanQueen has beenordering its products according to sales data from department stores andresearch companies.The shops sell only the most popular items in each productcategory，and the rankings are updated weekly.Icosystem，a company inCambridge，Massachusetts，also aims to exploit knowledge of social networking toimprove sales.

7.And the psychology that works in physical stores is just as potent on theinternet.Online retailers such as Amazon are adept at telling shoppers whichproducts are popular with like-minded consumers.Even in the privacy of yourhome，you can still be part of the swarm.

Questions 1-6

Complete the sentences below with words taken from the reading passage.UseNO MORE THAN THREE WORDS for each answer.

1.Shopowners realize that the smell of _______________ can increase salesof food products.

2.In shops，products shelved at a more visible level sell better even ifthey are more _______________.

3.According to Mr.Usmani，with the use of swarm intelligence phenomenon，anew method can be applied to encourage _______________.

4.On the way to everyday items at the back of the store，shoppers might betempted to buy _______________.

5.If the number of buyers shown on the _______________ is high，othercustomers 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 readingpassage? For questions 7-12 write

YES 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 installedexperimentally in big supermarkets like Wal-Mart.

8.People tend to download more unknown songs than songs they are familiarwith.

9.Songs ranked high by the number of times being downloaded are favored bycustomers.

10.People follow the others to the same extent whether it is convenient ornot.

11.Items sold in some Japanese stores are simply chosen according to thesales data 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 a store withthe aroma of freshly baked bread makes people feel hungry and persuades them tobuy more food than they intended.)

2.答案：expensive.(第1段第4行： Stocking the most expensive products at eye levelmakes 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 ofadaptive behaviour in Rome，Zeeshan-ul-hassan Usmani，a computer scientist fromthe Florida Institute of Technology，described a new way to increase impulsebuying using this phenomenon.)

4.答案：other (tempting) goods/things/products.(第2段第2句：Supermarkets alreadyencourage shoppers to buy things they did not realise they wanted: forinstance，by placing everyday items such as milk and eggs at the back of thestore，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 onthe shelf tells him how many people currently in the shop have chosen thatparticular product.If the number is high，he is more likely to select ittoo.)

6.答案：discounts.(第4段第第1句：Mr Usmani's swarm-moves model appeals tosupermarkets because it increases sales without the need to give peoplediscounts.)

7.答案：NO.(第4段第3、4句：The model has not yet been tested widely in the realworld，mainly because radio frequency identification technology is new and hasonly been installed experimentally in some supermarkets.But Mr Usmani says thatboth Wal-Mart in America an Tesco in Britain are interestd in his workd，andtesting will get under way in the spring.短語(yǔ) get underway的意思是開(kāi)始進(jìn)行，在Wal-Mart的試驗(yàn)要等到春天才開(kāi)始)

8.答案：NOT GIVEN.(在文中沒(méi)有提及該信息)

9.答案：YES。(第5段第3句：The reseachers found that when people could see the songsranked by how many times they have been downloaded，they followed the crowd.)

10.答案：NO。(第5段最后兩句：When the songs are not ordered by rank，but the number oftimes they had been downloaded was displayed，the effect of social influence wasstill there but was less pronounced.People thus follow the herd when it is easyfor them to do so.pronounced的詞義是顯著的、明顯的)

11.答案：YES。(第6段第1句：In Japan a chain of convenience shops called RanKingRanQueen has been ordering its products according to sales data from departmentstores and research companies.)

12.答案：YES。(最后一段最后一句：Even in the privacy of your home，you can still be partof the swarm.home應(yīng)該算是everyday life的一部分)

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