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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  81
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.
The main effect of showing a Coke picture to the test subjects before they drank was that
选项 A、their taste reward centre told them to choose Coke rather than Pepsi
B、they suddenly remembered that they preferred Coke to Pepsi
C、they could tell the difference between Coke and Pepsi better than before
D、parts of the brain were stimulated, implying that the subjects were recalling Coke
答案D
解析 属细节推断题。根据题干定位到原文末段第二句：在人们喝饮料前，如果有可口可乐的图片闪现在面前，大脑的其他部分一掌管记忆的部分一就会活跃起来。……这就意味着可口可乐的图片会唤起大脑对它的记忆，从而左右人们的选择。从而推出选D。A项、B项超越原文内容。C项原文未提。
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