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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  65
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.
About the 67 test subjects mentioned in paragraph 2, we can conclude that______.
选项 A、they generally preferred Coke
B、they generally preferred Pepsi
C、Coke brand recognition was stronger than Pepsi brand recognition
D、there is essentially no difference in taste between Coke and Pepsi
答案C
解析 属推断题。第二段谈到：在不注明是可口可乐还是百事可乐的情况下，人们的选择没有偏爱(因此排除A、B)。但如果他们被告知要喝的饮料中有一杯是可口可乐时，他们在75％的情况下会选择可口可乐。情况不一样的是，当一杯标明是百事可乐(但事实上两杯都是百事可乐)时，人们选择标有百事可乐的那杯和选择没标明百事可乐的那杯的机会相等。从而可以推断出C为正确答案。D项的意义在第一段有所表达(两种产品用料大致相同)，但答非所问。
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