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  3. The producers of instant coffee found their product strongly resisted in the market places despite their product’ s obvious adva

The producers of instant coffee found their product strongly resisted in the market places despite their product’ s obvious adva

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问题     The producers of instant coffee found their product strongly resisted in the market places despite their product’ s obvious advantages. Furthermore, the advertising expenditure for instant coffee was far greater than that for regular coffee. Efforts were made to find the cause of the consumers seemingly unreasonable resistance to the product. The reason given by most people was dislike for the taste. The producer suspected that there might be deeper reasons, however. This was confirmed by one of motivation research’s classic studies, one often cited in the trade.
    Mason Haire of the University of California, constructed two shopping lists that were identical except for one item. There were six items common to both lists: hamburger, carrots, bread, baking powder, canned peaches, and potatoes, with the brands or amounts specified. The seventh item, in fifth place on both lists, read "one pound Maxwell House coffee" on one list and "Nescafe instant coffee" on the other. One list was given to each one in a group of fifty women, and the other list to those in the other group of the same size. The women were asked to study their list and then to describe, as far as they could, the kind of woman(" personality and character")who would draw up that shopping list. Nearly half of those who had received the list including instant coffee described a housewife who was lazy and a poor planner. On the other hand, only one woman in the other group described the housewife, who had included regular coffee on her list, as lazy: only six of that group suggested that she was a poor planner. Eight women felt that the instant-coffee user was probably not a good wife.
    No one in the other group drew such a conclusion about the housewife who intended to buy regular coffee.
In this instance, the purpose of motivation study was to discover______.
选项 A、why there were deeper reasons
B、why instant coffee did not taste good
C、why regular coffee was successful
D、the reason why people resisted instant coffee
答案D
解析 本题是推理判断题。从第1段的最后两句可以看出，“速溶咖啡制造商怀疑，速溶咖啡受到抵制还有其他原因”，随后一句说，“这个怀疑就被一项动机研究所证实”。由此可见，研究者做这个动机研究的目的就是要找速溶咖啡受到抵制的深层原因，而不是单纯的味道不好。
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