Howshopscanexploitpeople'sherdmentalitytoincreasesales
1.ATRIPtothesupermarketmaynotseemlikeanexerciseinpsychologicalwarfare—butitis.Shopkeepersknowthatfillingastorewiththearomaoffreshlybakedbreadmakespeoplefeelhungryandpersuadesthemtobuymorefoodthantheyhadintended.Stockingthemostexpensiveproductsateyelevelmakesthemsellfasterthancheaperbutlessvisiblecompetitors.Nowresearchersareinvestigatinghow“swarmintelligence”(thatis，howants，beesoranysocialanimal，includinghumans，behaveinacrowd)canbeusedtoinfluencewhatpeoplebuy.
2.AtarecentconferenceonthesimulationofadaptivebehaviourinRome，Zeeshan-ul-hassanUsmani，acomputerscientistfromtheFloridaInstituteofTechnology，describedanewwaytoincreaseimpulsebuyingusingthisphenomenon.Supermarketsalreadyencourageshopperstobuythingstheydidnotrealisetheywanted:forinstance，byplacingeverydayitemssuchasmilkandeggsatthebackofthestore，forcingshopperstowalkpastothertemptinggoodstoreachthem.MrUsmaniandRonaldoMenezes，alsooftheFloridaInstituteofTechnology，setouttoenhancethistendencytobuymorebyplayingontheherdinstinct.Theideaisthat，ifacertainproductisseentobepopular，shoppersarelikelytochooseittoo.Thechallengeistokeepcustomersinformedaboutwhatothersarebuying.
3.Entersmart-carttechnology.InMrUsmani'ssupermarketeveryproducthasaradiofrequencyidentificationtag，asortofbarcodethatusesradiowavestotransmitinformation，andeverytrolleyhasascannerthatreadsthisinformationandrelaysittoacentralcomputer.Asacustomerwalkspastashelfofgoods，ascreenontheshelftellshimhowmanypeoplecurrentlyintheshophavechosenthatparticularproduct.Ifthenumberishigh，heismorelikelytoselectittoo.
4.MrUsmani's“swarm-moves”modelappealstosupermarketsbecauseitincreasessaleswithouttheneedtogivepeoplediscounts.Anditgivesshoppersthesatisfactionofknowingthattheyboughtthe“right”product—thatis，theoneeveryoneelsebought.Themodelhasnotyetbeentestedwidelyintherealworld，mainlybecauseradiofrequencyidentificationtechnologyisnewandhasonlybeeninstalledexperimentallyinsomesupermarkets.ButMrUsmanisaysthatbothWal-MartinAmericaandTescoinBritainareinterestedinhiswork，andtestingwillgetunderwayinthespring.
5.Anotherrecentstudyonthepowerofsocialinfluenceindicatesthatsalescould，indeed，beboostedinthisway.MatthewSalganikofColumbiaUniversityinNewYorkandhiscolleagueshavedescribedcreatinganartificialmusicmarketinwhichsome14,000peopledownloadedpreviouslyunknownsongs.Theresearchersfoundthatwhenpeoplecouldseethesongsrankedbyhowmanytimestheyhadbeendownloaded，theyfollowedthecrowd.Whenthesongswerenotorderedbyrank，butthenumberoftimestheyhadbeendownloadedwasdisplayed，theeffectofsocialinfluencewasstilltherebutwaslesspronounced.Peoplethusfollowtheherdwhenitiseasyforthemtodoso.
6.InJapanachainofconvenienceshopscalledRanKingRanQueenhasbeenorderingitsproductsaccordingtosalesdatafromdepartmentstoresandresearchcompanies.Theshopssellonlythemostpopularitemsineachproductcategory，andtherankingsareupdatedweekly.Icosystem，acompanyinCambridge，Massachusetts，alsoaimstoexploitknowledgeofsocialnetworkingtoimprovesales.
7.Andthepsychologythatworksinphysicalstoresisjustaspotentontheinternet.OnlineretailerssuchasAmazonareadeptattellingshopperswhichproductsarepopularwithlike-mindedconsumers.Evenintheprivacyofyourhome，youcanstillbepartoftheswarm.
Questions1-6
Completethesentencesbelowwithwordstakenfromthereadingpassage.UseNOMORETHANTHREEWORDSforeachanswer.
1.Shopownersrealizethatthesmellof_______________canincreasesalesoffoodproducts.
2.Inshops，productsshelvedatamorevisiblelevelsellbettereveniftheyaremore_______________.
3.AccordingtoMr.Usmani，withtheuseof“swarmintelligence”phenomenon，anewmethodcanbeappliedtoencourage_______________.
4.Onthewaytoeverydayitemsatthebackofthestore，shoppersmightbetemptedtobuy_______________.
5.Ifthenumberofbuyersshownonthe_______________ishigh，othercustomerstendtofollowthem.
6.Usingthe“swarm-moves”model，shopownersdonothavetogivecustomers_______________toincreasesales.
Roguetheoryofsmellgetsaboost
1.Acontroversialtheoryofhowwesmell,whichclaimsthatourfinesenseofodourdependsonquantummechanics,hasbeengiventhethumbsupbyateamofphysicists.
2.CalculationsbyresearchersatUniversityCollegeLondon(UCL)showthattheideathatwesmellodourmoleculesbysensingtheirmolecularvibrationsmakessenseintermsofthephysicsinvolved.
3.That'sstillsomewayfromprovingthatthetheory,proposedinthemid-1990sbybiophysicistLucaTurin,iscorrect.Butitshouldmakeotherscientiststaketheideamoreseriously.
4."Thisisabigstepforward,"saysTurin,whohasnowsetuphisownperfumecompanyFlexitralinVirginia.Hesaysthatsincehepublishedhistheory,"ithasbeenignoredratherthancriticized."
5.Mostscientistshaveassumedthatoursenseofsmelldependsonreceptorsinthenosedetectingtheshapeofincomingmolecules,whichtriggersasignaltothebrain.Thismolecular'lockandkey'processisthoughttoliebehindawiderangeofthebody'sdetectionsystems:itishowsomepartsoftheimmunesystemrecogniseinvaders,forexample,andhowthetonguerecognizessometastes.
6.ButTurinarguedthatsmelldoesn'tseemtofitthispictureverywell.Moleculesthatlookalmostidenticalcansmellverydifferent—suchasalcohols,whichsmelllikespirits,andthiols,whichsmelllikerotteneggs.Andmoleculeswithverydifferentstructurescansmellsimilar.Moststrikingly,somemoleculescansmelldifferent—toanimals,ifnotnecessarilytohumans—simplybecausetheycontaindifferentisotopes(atomsthatarechemicallyidenticalbuthaveadifferentmass).
7.Turin'sexplanationforthesesmellyfactsinvokestheideathatthesmellsignalinolfactoryreceptorproteinsistriggerednotbyanodourmolecule'sshape,butbyitsvibrations,whichcanenourageanelectrontojumpbetweentwopartsofthereceptorinaquantum-mechanicalprocesscalledtunnelling.Thiselectronmovementcouldinitiatethesmellsignalbeingsenttothebrain.
8.Thiswouldexplainwhyisotopescansmelldifferent:theirvibrationfrequenciesarechangediftheatomsareheavier.Turin'smechanism,saysMarshallStonehamoftheUCLteam,ismorelikeswipe-cardidentificationthanakeyfittingalock.
9.Vibration-assistedelectrontunnellingcanundoubtedlyoccur—itisusedinanexperimentaltechniqueformeasuringmolecularvibrations."Thequestioniswhetherthisispossibleinthenose,"saysStoneham'scolleague,AndrewHorsfield.
10.StonehamsaysthatwhenhefirstheardaboutTurin'sidea,whileTurinwashimselfbasedatUCL,"Ididn'tbelieveit".But,headds,"becauseitwasaninterestingidea,IthoughtIshouldproveitcouldn'twork.Ididsomesimplecalculations,andonlythenbegantofeelLucacouldberight."NowStonehamandhisco-workershavedonethejobmorethoroughly,inapapersoontobepublishedinPhysicalReviewLetters.
11.TheUCLteamcalculatedtheratesofelectronhoppinginanosereceptorthathasanodorantmoleculeboundtoit.Thisratedependsonvariouspropertiesofthebiomolecularsystemthatarenotknown,buttheresearcherscouldestimatetheseparametersbasedontypicalvaluesformoleculesofthissort.
12.Thekeyissueiswhetherthehoppingratewiththeodorantinplaceissignificantlygreaterthanthatwithoutit.Thecalculationsshowthatitis—whichmeansthatodouridentificationinthiswayseemstheoreticallypossible.
13.ButHorsfieldstressesthatthat'sdifferentfromaproofofTurin'sidea."Sofarthingslookplausible,butweneedproperexperimentalverification.We'rebeginningtothinkaboutwhatexperimentscouldbeperformed."
14.Meanwhile,Turinispressingaheadwithhishypothesis."AtFlexitralwehavebeendesigningodorantsexclusivelyonthebasisoftheircomputedvibrations,"hesays."Oursuccessrateatodorantdiscoveryistwoordersofmagnitudebetterthanthecompetition."Attheveryleast,heisputtinghismoneywherehisnoseis.
Questions5-9
Completethesentencesbelowwithwordsfromthepassage.UseNOMORETHANTHREEWORDSforeachanswer.
5.Thehypothesisthatwesmellbysensingthemolecularvibrationwasmadeby______.
6.Turin'scompanyisbasedin______.
7.Mostscientistsbelievedthatournoseworksinthesamewayasour______.
8.Differentisotopescansmelldifferentwhen______weighdifferently.
9.AccordingtoAudrewHorsfield,itisstilltobeprovedthat______couldreallyoccurinhumannose.
InourletterofMay5,wemade__________clearthatshipmentistobeeffectedinJune.