C

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 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 According to an unpublished paper the group produced, “It is possible to use these techniques to predict not only whether people will remember and have specific emotional reactions to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 heir heads.

66. 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

67. 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.

68. According to the passage, which of the following is NOT true?

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.

69. 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.

70. 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.

A week ago, I had the great pleasure of reading an e-book, When Money Talks, Listen! By Rich Ezzo．It took only about an hour to read.

   When I first received a copy, I thought it was a Get Rich Quick type of publication．Nothing is wrong with Get Rich Quick, but my mind just doesn’t chase after dreams of wealth．I think that if God ever wants me to be rich, he knows where to find my purse.

   When I began reading When Money Talks, Listen!, I was overjoyed to find that Rich Ezzo isn’t money hungry either．He, too, is hungry far more important than money．

Since I love this e-book so much, why wait a week to write the review? Simple．I wanted to see if the effect it had on me was a keeper．After reading the last word of the e-book, I totally agreed with the subtitle which promised to forever change the way we thought about money．I had so many thoughts running around my mind that I had to install(安装) a stoplight to stop some while others made their way into the picture, then I yielded(让路) them as a few ones arrived in town．I had a mental traffic jam, which only goes to show how slow the traffic usually is．

   It has been a week and the effect is the same．I truly do look at money differently and have even done a few things differently this week．This is an e-book you’ll want to read, I promise．I often recommend books to my daughter, and this is one that I didn’t just “suggest”---I left it open at the bottom of the computer and told each one, “Read it, you’ll love it.”

   I would never point someone in a direction I wouldn’t go myself．I urge you to visit the author’s website, Myster Money, and to download the e-book．You won’t regret it.

The author wrote this passage to _________　

       A．strongly recommend an e-book.

　    B．show the author's attitude to money.

　    C．introduce the general idea of an e-book.

　    D．point out Rich Ezzo isn't money hungry.

According to the passage, a Get Rich Quick type of publication ______.

       A．is what the author really cares for

       B．deals with how to make money

       C．is also an e-book written by Rich Ezzo

       D．is more popular than e-books

The author didn't write the review as soon as he finished reading the book because________．

　    A．he was too excited to write anything

　    B．he was not sure whether he did well

　    C．he had to wait for Rich Ezzo's permission

　    D．he wondered if the book would have long influence on him

By saying the underlined sentence in Paragraph 4, the author probably __________.

　    A．shows that the book brought him many new thoughts

　    B．shows how bad the traffic is in town

　    C．describes the difficulty in understanding the book

　    D．explains it's hard to change one's attitude to money

Which of the following is supported by the passage?

      A．The author had known Rich Ezzo before.

　    B．The author hasn't dreamed of getting rich immediately.

　    C．The author always prefers e-books to paper books.

　    D．The author likes Get Rich Quick-type of publications.

When someone steps on your toe by accident, you will hurt plenty．But it hurts even more, if you think the person does the same thing on purpose．Earlier studies have found that the feeling of pain can change with how it is experienced．That is why giving people sugar pills and saying they are medicine can make them feel better．

This study examined whether self-reported pain is indeed higher when the events producing the pain are understood as intentionally caused by another person．For the study, the researchers told 40 volunteers that they were going to do a series of tasks, including color matching, number counting and discomfort assessment．This last task involved their receiving a brief electric shock to the wrist．They were told that a partner, sitting in another room, would choose which task they would do, and a computer screen helped them to know their partner’s choice．

In some cases, the volunteers were told their partner had chosen the pain tolerance test．In others, they were told the computers would select the pain tolerance test regardless of their partner’s choice．When volunteers thought that their partners were making the shocks on them on purpose, the feeling made the pain worse．As a matter of fact, they were the same．

This study provides evidence that the experience of pain changes depending upon how they think when people have been harmed．Specifically, the meaning of a harm — whether it was intended — influences the amount of pain it causes．So, although a broken toe may hurt, an intentionally broken toe should hurt more．

It can be concluded from the text that _______．

A．the feeling of pain varies from one person to another k+s-5#u 

B．long-lasting pain damages people’s health

C．pain is greater if harm seems to be intentionally done

D．people suffer more from accidental pain

What can we infer from the text?

A．People can reduce pain by relaxing．

B．Researchers study how pain is caused．

C．Everyone should know the effect of pain．

D．People should think more about pain．

What does the underlined word “they” in the third paragraph refer to?

A．Volunteers．               B．Computers．  

C．Shocks．           D．Pains．

What’s the author’s attitude to the result of the study? k+s-5#u 

A．Indifferent．                B．Sceptical．   

C．Disapproving．     D．Approving．

A punctual person is in the habit of doing a thing at the proper time and is never late in keeping an appointment.

The unpunctual man, on one hand, never does what he has to do at the proper time. He is always in a hurry and in the end loses both time and his good name. A lost thing may be found again, but lost time can never be regained. Time is more valuable than material things. In fact, time is life itself. The unpunctual man is for ever wasting and mismanaging his most valuable asset (财产) as well as other’s. The unpunctual person is always complaining that he finds no time to answer letters, or return calls or keep appointments promptly. But the man who really has a great deal to do is very careful of his time and seldom complains of want of it. He knows that he can not get through his huge amount of work unless he faithfully keeps every piece of work when it has to be attended to.

Failure to be punctual in keeping one’s appointments is the sign of disrespect towards others. If a person is invited to dinner and arrives later than the appointed time, he keeps all the other guests waiting for him. Usually this will be regarded as a great disrespect to the host and all other guests present.

Unpunctuality, moreover, is very harmful when it comes to do one’s duty, whether public or private. Imagine how it would be if those who are put in charge of important tasks failed to be at their proper place at the appointed time. A man who is known to be habitually unpunctual is never trusted by his friends or fellow men.

What does the author think is the main difference between a punctual person and an unpunctual person?

A. A punctual person does everything ahead of time while an unpunctual person does everything behind schedule.

B. A punctual person does everything at the right time while an unpunctual person seldom does anything at the correct time.

C. A punctual person has a lot of appointments while an unpunctual person has few appointments.

D. A punctual person has much time to do everything while an unpunctual person has little time to do anything.

According to the passage, the main reason that a person is always unpunctual is that _______.

A. he has more work to do than other people

B. he is always in a hurry when he works

C. he doesn’t care much about time

D. he always mismanages and wastes his time

According to the third paragraph, when you are invited to dinner, you should arrive there _______.

A. after other guests have arrived

B. before all other guests

C. at the appointed time

D. after the host has got things ready

Which of the following statements best describes the harm of unpunctuality?

A. If you are an unpunctual person, you cannot be in charge of any important task.

B. If your friends know that you are unpunctual, they may not see you again.

C. Unpunctuality may bring about heavy losses for both public and private affairs.

D. Unpunctuality may make you miss a lot of appointments and lose friends.

What is the basis of 'sick' humor? Whether we find a joke funny or not largely depends on where we have been brought up. The sense of humor is mysteriously connected with national characteristics. A Frenchman, for instance, might find it hard to laugh at a Russian joke. In the same way, a Russian might fail to see anything amusing in a joke which would make an Englishman laugh to tears.

 Most funny stories are based on comic situations. In spite of national differences, certain funny situations have a universal appeal. No matter where you live, you would find it difficult not to laugh at, say, Chaplin's early films. However, a new type of humor, which comes largely from US, has recently come into fashion. It is called 'sick humor'. Comedians base their jokes on tragic situations like violent death or serious accidents. Many people find this sort of joke distasteful. The following example of 'sick humor' will enable you to judge for yourself.

A man who had broken his right leg was taken to hospital a few weeks before Christmas. From the moment he arrived there, he kept on begging his doctor to tell him when he would be able to go home. He was afraid of having to spend Christmas in hospital and missing the fun. Though the doctor did his best, the patient's recovery was slow. On Christmas day, the man still had his right leg in plaster. He spent a miserable day in bed sadly. The following day, however, the doctor comforted him by telling him that his chances of being able to leave hospital in time for New Year celebrations were good.

The man took heart and sure enough, on New Year's Eve he was able to hobble（蹒跚）along to a party. In order to make up for his unpleasant experiences in hospital, the man drank a little more than was good for him. In the process, he enjoyed himself thoroughly and kept telling everybody how much he hated hospitals. He was still mumbling something about hospitals at the end of the party when he slipped on a piece of ice and broke his left leg.

The man spent Christmas day feeling miserable because ________.

A. he thought he would miss the New Year’s Eve celebration

B. the doctor had failed to cure him

C. he hated the hospital and his roommates

D. being unable to walk, he could not enjoy himself.

The point of the joke taken to explain “sick humor” is that________.

   A. the man should have said how much he hated hospitals

   B. the man had not got a leg to stand on

C. no sooner had the man been out of hospital than he had to go back in again

D. being unable to walk, he did not enjoy the celebration

What can you learn about the man from the story?

A. The man got well soon because the doctor took good care of him.

B. He had to go to hospital again though he hated it.

C. On New Year’s Eve, the man was able to walk properly to the party.

D. At the party, he enjoyed himself but only drank a little.