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  3. Andy Warhol put it best. "You can be watching TV and see Coca-Cola, and you know that the President drinks Coke, and just think,

Andy Warhol put it best. "You can be watching TV and see Coca-Cola, and you know that the President drinks Coke, and just think,

admin2022-12-09  77
问题     Andy Warhol put it best. "You can be watching TV and see Coca-Cola, and you know that the President drinks Coke, and just think, you can drink Coke, too. All the Cokes are the same and all the Cokes are good."
    That is true not just for Coca-Cola. One could say much the same about a Hollywood movie, Gmail, Ikea bookshelves, Microsoft Office and YouTube. These products and services all "scale".
    But not everything does. Researchers have long studied pilot schemes such as public health initiatives or innovative schools. They dread the familiar phenomenon of the pilot delivering sensational results, only to fade at a larger scale. This dismaying tendency was called "voltage drop".
    So why does the voltage drop for so many promising ideas? One common problem is that the original effect was illusory. Consider a famous experiment conducted over 20 years ago, in which customers in a high-end supermarket were offered free samples of jam from a choice of either six or 24 flavours. The wider choice was dramatically demotivating. Ten times as many people bought jam after being shown the smaller range.
    It is one of the most famous results in psychology; it has proved rather difficult to repeat in follow-up experiments. Perhaps the effect is completely non-existent, the result of a statistical fluke. Or perhaps the effect exists but with nothing like the force exhibited in the original experiment. Does anyone seriously believe your local supermarket would sell 10 times as much produce if only it simplified its product line?
    Another source of voltage drop is when the original effect does not generalise beyond unusual circumstances. One example is the Arch Deluxe, a hamburger launched by McDonald’s in 1996 with a marketing fanfare. The fast-food giant had every reason to expect success, because focus groups loved the Arch Deluxe.
    The problem is that the focus group enthusiasts were not a good guide to the attitude of the typical consumer. A person who signs up to take part in a McDonald’s focus group is probably someone who is crazy about McDonald’s or loves all kinds of burgers, or both.
    Even if the idea is real, and generalises to a wide audience, it may be difficult to repeat the performance once it ventures beyond the control of the original creative team. A pilot school may work well, but it is easier to hire 20 good teachers than 20,000. A brilliant chef can work in only one kitchen at a time.
    Pinning down a single explanation for voltage drops is impossible. The world is big, complex, and bewilderingly diverse. All the Cokes are the same. But schools and restaurants and comedy gigs and clinics are not much like Cokes. Perhaps the mystery is not that ideas often fail to scale. The mystery is that we ever convinced ourselves that they should.
Which of the following can explain the "voltage drop" of an idea?
选项 A、The original creative team has been replaced.
B、The initial positive effect of the idea is inaccurate.
C、The idea is not generalized to a wide audience.
D、The idea brings sensational results at the beginning.
答案B
解析 细节题。根据题干中的explain the “voltage drop”可定位至第四至第八段。第四段第二句说the original effect was illusory (这些想法最初产生的效果是虚假的)，B项是对此的正确概括，故正确。A项属于偷换概念，第八段第一句提到，一旦它超出了原始创意团队的控制范围，就可能很难重现最初的效果，但超出控制范围不代表被取代，故排除该选项。C项属于是非混淆，即使想法可以推广给广大受众，也会出现“电压下降”，故排除。D项属于答非所问，一开始轰动与是否会电压下降没有直接关系，故排除。故本题答案为B项。
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