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  3. One soft drink advertisement commands, "Obey your thirst," but your taste buds may get trumped by the sway of brand names. All t

One soft drink advertisement commands, "Obey your thirst," but your taste buds may get trumped by the sway of brand names. All t

admin2020-03-31  52
问题     One soft drink advertisement commands, "Obey your thirst," but your taste buds may get trumped by the sway of brand names. All those commercials and jingles and celebrity endorsements get stored in the brain, apparently biasing preferences, new research shows. The study probed the effect of these cultural influences by returning to the classic blind taste test between Coke and Pepsi. These two products are nearly the same in contents, and yet many consumers have strong feelings about their favorite. Is this because one tastes better?
    In a study of 67 volunteers, researchers at Baylor College of Medicine tried to isolate the sensory input of tasting from the effects of brand recognition. They found that subjects chose the two colas equally in blind taste tests. But when told that one of the cups they were drinking was Coke, these same subjects picked that cup about 75 percent of the time. This preference for a brand name occurred even though both cups in this round of testing actually contained Coke. Interestingly, the same was not true in the parallel experiment when one cup was labeled as Pepsi, but both cups were filled with Pepsi. In this case, the subjects chose the labeled cup as often as the unlabeled one.
    To explore how brand recognition operated in the brain, the scientists scanned the subjects with functional magnetic resonance imaging(FMRI), which tracks blood flow. While sipping colas, a certain area of the subjects’ brains showed increased activity—apparently because it was the taste reward center.
    During a blind test, people generally picked the soda that caused more activity in this region of their brain. But when a Coke picture flashed in front of the subjects prior to drinking, other parts of the brain—some dealing with memory—lit up. The researchers could not detect similar activity when a Pepsi picture was flashed. The implication is that the reference to Coke elicited memories that biased the choice of some of the subjects, but the same recollections did not arise from a Pepsi cue—at least not in a way sufficient to override the direct taste sensation.
Which of the following is the main purpose of the text?
选项 A、To prove that people think that Coke is tastier than Pepsi.
B、To show that scientists are doing experiments on how people’s brains work.
C、To show that Coke advertising is more effective than Pepsi advertising.
D、To prove that most people cannot tell the difference between Coke and Pepsi.
答案C
解析 属主旨题。文章开头首先指出广告及名人对人们选择商品的影响力，进而把可口可乐和百事可乐进行比较，试验得出的结果是选择可口可乐的人较多。经过对大脑内部结构的分析，研究人员发现可口可乐图片的作用比百事可乐图片的作用要大。从而印证了广告的巨大作用。所以正确答案为C。A项太过笼统，并非人们都那么认为。B项被排除是因为对大脑进行试验并非本篇文章的目的。D项说大部分人无法区分两种可乐，事实上人们能够区分开两种可乐，所以也被排除。
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