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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  63
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.
Why did test subjects generally choose the drink that caused more activity in the taste reward centre?
选项 A、Because that drink tasted better to the test subjects.
B、Because the test subjects were influenced by advertising.
C、Because that part of the brain produced an image of the favoured drink.
D、Because they saw pictures of their favoured drink before choosing.
答案A
解析 属推断题。文章第三段最后一句说，人们喝可乐时，大脑某个区域的活动就会增加，很明显是因为那里是大脑的味觉奖赏中心。所以可推知答案为A——因为他们选择了自己比较喜欢的饮料。B项是事实，不是原因。C、D项都与原文有出入。
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