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

1.A TRIP to the supermarket may not seem like an exercise in psychological warfare—but it is.Shopkeepers know that filling a 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 intelligence” (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，described 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 them.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 informed about what others are buying.

3.Enter smart-cart technology.In Mr Usmani's 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 computer.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 Usmani's “swarm-moves” model appeals to supermarkets because it increases sales without the need to give people discounts.And it gives shoppers the satisfaction of knowing that they bought the “right” product—that 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 only been installed experimentally in some supermarkets.But Mr Usmani says that both 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，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 they 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 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，Massachusetts，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 privacy of your home，you can still be part of the swarm.

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 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 of buyers shown on the _______________ is high，other customers tend to follow them.

6.Using the “swarm-moves” model，shopowners do not have to give customers _______________ to increase sales.

More and more companies are allowing employees to work at home. Do you think this is a positive or negative development?

Part V Writing

Directions: For this part, you are allowed 30 minutes to write a composition on the topic: Keeping Fit. You should write at least 100—120 words and you should base your composition on the outline (given in Chinese) below:

1、保持健康的重要性;

2、保持健康的有效途径;

3、我的做法。

8 However, Edwards believes the small changes in solar heating produced by Milankovitch cycles are then amplified by feedback mechanisms on Earth. For example, if sea ice begins to form because of a slight cooling, carbon dioxide that would otherwise have found its way into the atmosphere as part of the carbon cycle is locked into the ice. That weakens the greenhouse effect and Earth grows even colder.

9 According to Edwards, there is no lack of such mechanisms. "If you add their effects together, there is more than enough feedback to make Milankovitch work," he says. "The problem now is identifying which mechanisms are at work." This is why scientists like Edwards are not yet ready to give up on the current theory. "Milankovitch cycles give us ice ages roughly when we observe them to happen. We can calculate where we are in the cycle and compare it with observation," he says. "I can't see any way of testing [Ehrlich's] idea to see where we are in the temperature oscillation."

10 Ehrlich concedes this. "If there is a way to test this theory on the sun, I can't think of one that is practical," he says. That's because variation over 41,000 to 100,000 years is too gradual to be observed. However, there may be a way to test it in other stars: red dwarfs. Their cores are much smaller than that of the sun, and so Ehrlich believes that the oscillation periods could be short enough to be observed. He has yet to calculate the precise period or the extent of variation in brightness to be expected.

11 Nigel Weiss, a solar physicist at the University of Cambridge, is far from convinced. He describes Ehrlich's claims as "utterly implausible". Ehrlich counters that Weiss's opinion is based on the standard solar model, which fails to take into account the magnetic instabilities that cause the temperature fluctuations.

Questions 1-4

Complete each of the following statements with One or Two names of the scientists from the box below.

Write the appropriate letters A-E in boxes 1-4 on your answer sheet.

A. Attila Grandpierre

B. Gábor ágoston

C. Neil Edwards

D. Nigel Weiss

E. Robert Ehrlich

1. ...claims there a dimmer switch inside the sun that causes its brightness to rise and fall in periods as long as those between ice ages on Earth.

2. ...calculated that the internal solar magnetic fields could produce instabilities in the solar plasma.

3. ...holds that Milankovitch cycles can induce changes in solar heating on Earth and the changes are amplified on Earth.

4. ...doesn't believe in Ehrlich's viewpoints at all.

Questions 5-9

Do the following statements agree with the information given in the reading passage?

In boxes 5-9 on your answer sheet write

TRUE if the statement is true according to the passage

FALSE if the statement is false according to the passage

NOT GIVEN if the information is not given in the passage

5. The ice ages changed frequency from 100,000 to 41,000 years a million years ago.

6. The sole problem that the Milankovitch theory can not solve is to explain why the ice age frequency should shift from one to another.

7. Carbon dioxide can be locked artificially into sea ice to eliminate the greenhouse effect.

8. Some scientists are not ready to give up the Milankovitch theory though they haven't figured out which mechanisms amplify the changes in solar heating.

9. Both Edwards and Ehrlich believe that there is no practical way to test when the solar temperature oscillation begins and when ends.

Questions 10-14

Complete the notes below.

Choose one suitable word from the Reading Passage above for each answer.

Write your answers in boxes 10-14 on your answer sheet.

The standard view assumes that the opposing pressures of gravity and nuclear fusions hold the temperature ...10...in the sun's interior, but the slight changes in the earth's ...11... alter the temperature on the earth and cause ice ages every 100,000 years. A British scientist, however, challenges this view by claiming that the internal solar magnetic ...12... can induce the temperature oscillations in the sun's interior. The sun's core temperature oscillates around its average temperature in ...13... lasting either 100,000 or 41,000 years. And the ...14... interactions within the sun's magnetic field could flip the fluctuations from one cycle length to the other, which explains why the ice ages changed frequency a million years ago.

1 There's a dimmer switch inside the sun that causes its brightness to rise and fall on timescales of around 100,000 years - exactly the same period as between ice ages on Earth. So says a physicist who has created a computer model of our star's core.

2 Robert Ehrlich of George Mason University in Fairfax, Virginia, modelled the effect of temperature fluctuations in the sun's interior. According to the standard view, the temperature of the sun's core is held constant by the opposing pressures of gravity and nuclear fusion. However, Ehrlich believed that slight variations should be possible.

3 He took as his starting point the work of Attila Grandpierre of the Konkoly Observatory of the Hungarian Academy of Sciences. In 2005, Grandpierre and a collaborator, Gábor ágoston, calculated that magnetic fields in the sun's core could produce small instabilities in the solar plasma. These instabilities would induce localised oscillations in temperature.

4 Ehrlich's model shows that whilst most of these oscillations cancel each other out, some reinforce one another and become long-lived temperature variations. The favoured frequencies allow the sun's core temperature to oscillate around its average temperature of 13.6 million kelvin in cycles lasting either 100,000 or 41,000 years. Ehrlich says that random interactions within the sun's magnetic field could flip the fluctuations from one cycle length to the other.

5 These two timescales are instantly recognisable to anyone familiar with Earth's ice ages: for the past million years, ice ages have occurred roughly every 100,000 years. Before that, they occurred roughly every 41,000 years.

6 Most scientists believe that the ice ages are the result of subtle changes in Earth's orbit, known as the Milankovitch cycles. One such cycle describes the way Earth's orbit gradually changes shape from a circle to a slight ellipse and back again roughly every 100,000 years. The theory says this alters the amount of solar radiation that Earth receives, triggering the ice ages. However, a persistent problem with this theory has been its inability to explain why the ice ages changed frequency a million years ago.

7 "In Milankovitch, there is certainly no good idea why the frequency should change from one to another," says Neil Edwards, a climatologist at the Open University in Milton Keynes, UK. Nor is the transition problem the only one the Milankovitch theory faces. Ehrlich and other critics claim that the temperature variations caused by Milankovitch cycles are simply not big enough to drive ice ages.

8 However, Edwards believes the small changes in solar heating produced by Milankovitch cycles are then amplified by feedback mechanisms on Earth. For example, if sea ice begins to form because of a slight cooling, carbon dioxide that would otherwise have found its way into the atmosphere as part of the carbon cycle is locked into the ice. That weakens the greenhouse effect and Earth grows even colder.

9 According to Edwards, there is no lack of such mechanisms. "If you add their effects together, there is more than enough feedback to make Milankovitch work," he says. "The problem now is identifying which mechanisms are at work." This is why scientists like Edwards are not yet ready to give up on the current theory. "Milankovitch cycles give us ice ages roughly when we observe them to happen. We can calculate where we are in the cycle and compare it with observation," he says. "I can't see any way of testing [Ehrlich's] idea to see where we are in the temperature oscillation."

10 Ehrlich concedes this. "If there is a way to test this theory on the sun, I can't think of one that is practical," he says. That's because variation over 41,000 to 100,000 years is too gradual to be observed. However, there may be a way to test it in other stars: red dwarfs. Their cores are much smaller than that of the sun, and so Ehrlich believes that the oscillation periods could be short enough to be observed. He has yet to calculate the precise period or the extent of variation in brightness to be expected.

11 Nigel Weiss, a solar physicist at the University of Cambridge, is far from convinced. He describes Ehrlich's claims as "utterly implausible". Ehrlich counters that Weiss's opinion is based on the standard solar model, which fails to take into account the magnetic instabilities that cause the temperature fluctuations.

Questions 1-4

Complete each of the following statements with One or Two names of the scientists from the box below.

Write the appropriate letters A-E in boxes 1-4 on your answer sheet.

A. Attila Grandpierre

B. Gábor ágoston

C. Neil Edwards

D. Nigel Weiss

E. Robert Ehrlich

1. ...claims there a dimmer switch inside the sun that causes its brightness to rise and fall in periods as long as those between ice ages on Earth.

2. ...calculated that the internal solar magnetic fields could produce instabilities in the solar plasma.

3. ...holds that Milankovitch cycles can induce changes in solar heating on Earth and the changes are amplified on Earth.

4. ...doesn't believe in Ehrlich's viewpoints at all.

Questions 5-9

Do the following statements agree with the information given in the reading passage?

In boxes 5-9 on your answer sheet write

TRUE if the statement is true according to the passage

FALSE if the statement is false according to the passage

NOT GIVEN if the information is not given in the passage

5. The ice ages changed frequency from 100,000 to 41,000 years a million years ago.

6. The sole problem that the Milankovitch theory can not solve is to explain why the ice age frequency should shift from one to another.

7. Carbon dioxide can be locked artificially into sea ice to eliminate the greenhouse effect.

8. Some scientists are not ready to give up the Milankovitch theory though they haven't figured out which mechanisms amplify the changes in solar heating.

9. Both Edwards and Ehrlich believe that there is no practical way to test when the solar temperature oscillation begins and when ends.

Questions 10-14

Complete the notes below.

Choose one suitable word from the Reading Passage above for each answer.

Write your answers in boxes 10-14 on your answer sheet.

The standard view assumes that the opposing pressures of gravity and nuclear fusions hold the temperature ...10...in the sun's interior, but the slight changes in the earth's ...11... alter the temperature on the earth and cause ice ages every 100,000 years. A British scientist, however, challenges this view by claiming that the internal solar magnetic ...12... can induce the temperature oscillations in the sun's interior. The sun's core temperature oscillates around its average temperature in ...13... lasting either 100,000 or 41,000 years. And the ...14... interactions within the sun's magnetic field could flip the fluctuations from one cycle length to the other, which explains why the ice ages changed frequency a million years ago.

Passage 3

Questions 11 to 15 are based on the following passage:

Unlike their American or European counterparts, car salesmen in Japan work hard to get a buyer. Instead of lying lazily around showrooms waiting for customers to drop by, many Japanese car salesmen still go out to get them. They walk wearily along the streets cars door-to-door. New customers are hunted with fruit and cakes on their birthdays. But life is getting tough, and not just because new-car sales are falling.

With more Japanese women (who often control the household budget) going out to work, the salesmen increasingly find nobody at home when they call. That means another visit in the evening or the weekend. Then they face an extra problem: more people, especially the young, prefer to choose a new car from a showroom where they can compare different models.

Even as late as the mid-1980s some 90% of new cars were sold door-to-door. In some rural areas most new cars are still sold this way. But in the big cities more than half the new cars are now sold from showrooms.

Although investing in showrooms is expensive because of the high cost of Japanese land, dealers have little choice. A labor shortage and higher among Japan’s workforce are making it difficult to hire door-to-door salesmen. Most of a Japanese car salesman’s working day is spent doing favors for customers, like arranging insurance or picking up vehicles for servicing, rather than actually selling.

Japan’s doorstep car salesmen are not about to vanish. The personal service they provide is so deep-rooted in Japan that they are likely to operate alongside the glittering new showrooms. The two systems even complement each other. What increasingly happens is that the showroom attracts the interest of a potential buyer, giving the footsore salesmen a firm lead to follow up with a home visit.

11. Japanese car sales usually do not wait at showrooms for customers to drop by; instead, .

A. they sell cars door-to-door

B. they buy presents for their customers

C. they enjoy themselves in recreation centers

D. they go out to do market researches

12. Implied but stated: the competition in car market is .

A. light B. moderate C. fierce D. unfair

13. Young people like to buy a new car .

A. at home B. from a showroom

C. made in the U.S.A. D. made in Japan

14. The squadron of Japanese car salesmen is reducing because of .

A. a labor shortage

B. higher expectations among Japan’s workforce

C. high cost land

D. both A and B

15. Japanese car salesmen to their customers many favors such as .

A. showing them around in an exhibition

B. arranging insurance

C. paying them a visit on weekends

D. selling ole cars for them

Part IV Translation

Yet these carcinogenic additives remain in our food, and it becomes more difficult all the time to know which things on the packaging labels of processed food are helpful or harmful. (Passage Two)

More attention was paid to the quality of production in France at the time of Rene Coty. Charles Deschanel was then the financial minister. He stressed that workmanship and quality were more important than quantity for industrial production. It would be necessary to produce quality goods for the international markets to compete with those produced in other countries. The French economy needed a larger share of international market to balance its import and export trade.

French industrial and agricultural production was still inadequate to meet the immediate needs of the people, let alone long-ranged developments. Essential imports had stretched the national credit to the breaking point. Rents were tightly controlled, but the extreme inflation affected general population most severely through the cost of food. Food costs took as much as 80 percent of the worker's income. Wages, it is true, had risen. Extensive family allowances and benefits were paid by the state, and there was fulltime and overtime employment. Taken together, these factors enabled the working class to exist but allowed them no sense of security. In this discouraging situation, workmen were willing to work overseas for higher wages.

The government was unwilling to let workers leave the country. It was feared that migration of workers would reduce the labor force. The lack of qualified workers might hinder the improvement in the quality of industrial products produced. Qualified workers employed abroad would only increase the quantity of quality goods produced in foreign countries. Also the quantity of quality goods produced in France would not be able to increase as part of its ualified labor force moved to other countries.

1. The purpose of the passage is to_______.

A. explain the French government's emphasis on quality products

B. discuss Charles Deschanel's contribution to the French industrial development

C. compare the quality of French goods with that of foreign goods

D. show French workmen's enthusiasm to seek well-paid jobs in foreign countries

2. It can be inferred from the passage that at the time of Rene Coty .

A. France was still at the first stage of industrial development

B. French workers were better paid than the workers in any other European countries

C. the unemployment rate in France was comparatively higher than that in other European countries

D. French workers were able to live better with the increase in their wages

3. It is implied in the passage that at that time_______.

A. France had a very large share of international market

B. the import and export trade in France was making a successful advance

C. demand and supply in France was barely balanced

D. France was experiencing economic depression

4. Which of the following is the best indicator of the extreme inflation in France?

A. Eighty percent increase in the prices of consumer goods. B. High cost of food.

C. High rents for houses. D. Lack of agricultural products.

5. Which of the following is NOT mentioned in the passage?

A. Rents in France were tightly controlled.

B. France was flooding the international market with inferior product s.

C. French workers were prohibited from going abroad to find jobs.

D. The migration of French workers would hinder the improvement of quality in industrial production.

Part III Cloze

Directions: There are twenty blanks in the following passage. For each blank there are four choices. Choose the one that best fits into the passage and then marks your answer on the Answer Sheet.

There are two factors which determine an individual’s intelligence. The first is the sort of brain he is born 61 . Human brains differ considerably, 62 being more capable than others. 63 no matter how good a brain he has to begin with, an individual will have a low order of intelligence 64 he has opportunities to learn. So the second factor is what 65 to the individual—the sort of environment in which he is brought 66 . If an individual is handicapped (受阻碍) 67 , it is likely that his brain will 68 to develop and he will 69 attain the level of intelligence of which he is 70 .

The importance of environment in determining an individual’s intelligence can be 71 by the case history of the identical twins, Peter and John. When the twins were three months old, their parents died, and they are placed in 72 foster (寄养) homes. Peter was reared by parents of low intelligence in an 73 community with poor educational 74 . John, 75 , was educated in the home of well-to-do parents who has been to college. This environmental 76 continued until the twins were 77 their late teens, 78 they were given tests to 79 their intelligence. John’s I.Q. (智商) was 125, twenty-five points higher than the 80 and fully forty points higher than his identical brother.

61. A. for B. by C. with D. in

62. A. most B. some C. many D. few

63. A. But B. For C. Still D. And

64. A. if B. thought C. as D. unless

65. A. refers B. applies C. happens D. concerns

66. A. about B. up C. forward D. forth

67. A. relatively B. intelligently C. regularly D. environmentally

68. A. fail B. help C. manage D. stop

69. A. ever B. never C. even D. nearly

70. A. able B. capable C. available D. acceptable

71. A. demonstrated B. denied C. neglected D. ignored

72. A. separate B. similar C. remote D. individual

73. A. omitted B. isolated C. enclosed D. occupied

74. A. possibilities B. opportunities C. capacities D. responsibilities

75. A. moreover B. consequently C. then D. however

76. A. exception B. division C. difference D. alteration

77. A. in B. by C. at C. for

78. A. while B. since C. when D. because

79. A. estimate B. count C. decide D. measure

80. A. average B. common C. usual D. ordinary

While the free health clinic costs $1 million to operate, it is $500 000 less than the costs the company would realize if employees were treated elsewhere.

A number of companies use nontraditional benefits and perks to help employees cope with stress.