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.
1.答案：(freshly baked) bread.
2.答案：expensive.
3.答案：impulse buying.
4.答案：other (tempting) goods/things/products.
5.答案：screen.
6.答案：discounts.
暂无解析
-----Wouldyoumindmyusingyourpen?
-----_______________.
Thelocalgovernmentwill_____morecollegesformorestudentstoreceivehighereducation.
1.Thefailureofahigh-profilecholesteroldrughasthrownaspotlightonthecomplicatedmachinerythatregulatescholesterollevels.Butmanyresearchersremainconfidentthatdrugstoboostlevelsof'good'cholesterolarestilloneofthemostpromisingmeanstocombatspirallingheartdisease.
2.DrugcompanyPfizerannouncedon2Decemberthatitwascancellingallclinicaltrialsoftorcetrapib，adrugdesignedtoraiseheart-protectivehigh-densitylipoproteins(HDLs).Inatrialof15000patients，asafetyboardfoundthatmorepeoplediedorsufferedcardiovascularproblemsaftertakingthedrugplusacholesterol-loweringstatinthanthoseinacontrolgroupwhotookthestatinalone.
3.Thenewscameasakickintheteethtomanycardiologistsbecauseearliertestsinanimalsandpeoplesuggesteditwouldlowerratesofcardiovasculardisease."Therehavebeennoredflagstomyknowledge,"saysJohnChapman，aspecialistinlipoproteinsandatherosclerosisattheNationalInstituteforHealthandMedicalResearch(INSERM)inPariswhohasalsostudiedtorcetrapib."Thiscancellationcameasacompleteshock."
4.TorcetrapibisoneofthemostadvancedofanewbreedofdrugsdesignedtoraiselevelsofHDLs，whichferrycholesteroloutofartery-cloggingplaquestotheliverforremovalfromthebody.Specifically，torcetrapibblocksaproteincalledcholesterolestertransferprotein(CETP)，whichnormallytransfersthecholesterolfromhigh-densitylipoproteinstolowdensity，plaque-promotingones.Statins，incontrast，mainlyworkbyloweringthe'bad'low-densitylipoproteins.
Underpressure
5.Researchersarenowtryingtoworkoutwhyandhowthedrugbackfired，somethingthatwillnotbecomeclearuntiltheclinicaldetailsarereleasedbyPfizer.Onehintliesinevidencefromearliertrialsthatitslightlyraisesbloodpressureinsomepatients.Itwasthoughtthatthismildproblemwouldbeoffsetbytheheartbenefitsofthedrug.Butitispossiblethatitactuallyprovedfatalinsomepatientswhoalreadysufferedhighbloodpressure.Ifbloodpressureistheexplanation，itwouldactuallybegoodnewsfordrugdevelopersbecauseitsuggeststhattheproblemsarespecifictothiscompound.OtherprototypedrugsthatarebeingdevelopedtoblockCETPworkinaslightlydifferentwayandmightnotsufferthesamedownfall.
6.ButitisalsopossiblethatthewholeideaofblockingCETPisflawed，saysMotiKashyap，whodirectsatherosclerosisresearchattheVAMedicalCenterinLongBeach，California.WhenHDLsexcretecholesterolintheliver，theyactuallyrelyonLDLsforpartofthisprocess.SoinhibitingCETP，whichpreventsthetransferofcholesterolfromHDLtoLDL，mightactuallycauseanabnormalandirreversibleaccumulationofcholesterolinthebody."You'reblockingaphysiologicmechanismtoeliminatecholesterolandeffectivelyconstipatingthepathway,"saysKashyap.Goingup
7.Mostresearchersremainconfidentthatelevatinghighdensitylipoproteinslevelsbyonemeansoranotherisoneofthebestroutesforhelpingheartdiseasepatients.ButHDLsarecomplexandnotentirelyunderstood.Oneapproveddrug，calledniacin，isknowntobothraiseHDLandreducecardiovascularriskbutalsocausesanunpleasantsensationofheatandtingling.Researchersareexploringwhethertheycanbypassthissideeffectandwhetherniacincanlowerdiseaseriskmorethanstatinsalone.Scientistsarealsoworkingonseveralothermeanstobumpuphigh-densitylipoproteinsby，forexample，introducingsyntheticHDLs."Theonlythingweknowisdeadinthewateristorcetrapib，notthewholeideaofraisingHDL,"saysMichaelMiller，directorofpreventivecardiologyattheUniversityofMarylandMedicalCenter，Baltimore.
Questions7-13
Matchtorcetrapib，HDLs，statinandCETPwiththeirfunctions(Questions8-13)..WritethecorrectletterA，B，CorDinboxes8-13onyouranswersheet.NBYoumayuseanylettermorethanonce.
7.Ithasbeenadministeredtoover10,000subjectsinaclinicaltrial.
8.Itcouldhelpridhumanbodyofcholesterol.
9.Researchersareyettofindmoreaboutit.
10.Itwasusedtoreducethelevelofcholesterol.
11.AccordingtoKashyap，itmightleadtounwantedresultifit'sblocked.
12.Itproducedcontradictoryresultsindifferenttrials.
13.ItcouldinhibitLDLs.Listofchoices
A.TorcetrapicB.HDLSC.StatinD.CETP
Dadwenttobuysome__________as__________formycousin.
Yourdonationscan_____poorchildren____foodandachancetostudy.