Howshopscanexploitpeople'sherdmentalitytoincreasesales
1.ATRIPtothesupermarketmaynotseemlikeanexerciseinpsychologicalwarfare—butitis.Shopkeepersknowthatfillingastorewiththearomaoffreshlybakedbreadmakespeoplefeelhungryandpersuadesthemtobuymorefoodthantheyhadintended.Stockingthemostexpensiveproductsateyelevelmakesthemsellfasterthancheaperbutlessvisiblecompetitors.Nowresearchersareinvestigatinghow“swarmintelligence”(thatis,howants,beesoranysocialanimal,includinghumans,behaveinacrowd)canbeusedtoinfluencewhatpeoplebuy.
2.AtarecentconferenceonthesimulationofadaptivebehaviourinRome,Zeeshan-ul-hassanUsmani,acomputerscientistfromtheFloridaInstituteofTechnology,describedanewwaytoincreaseimpulsebuyingusingthisphenomenon.Supermarketsalreadyencourageshopperstobuythingstheydidnotrealisetheywanted:forinstance,byplacingeverydayitemssuchasmilkandeggsatthebackofthestore,forcingshopperstowalkpastothertemptinggoodstoreachthem.MrUsmaniandRonaldoMenezes,alsooftheFloridaInstituteofTechnology,setouttoenhancethistendencytobuymorebyplayingontheherdinstinct.Theideaisthat,ifacertainproductisseentobepopular,shoppersarelikelytochooseittoo.Thechallengeistokeepcustomersinformedaboutwhatothersarebuying.
3.Entersmart-carttechnology.InMrUsmani'ssupermarketeveryproducthasaradiofrequencyidentificationtag,asortofbarcodethatusesradiowavestotransmitinformation,andeverytrolleyhasascannerthatreadsthisinformationandrelaysittoacentralcomputer.Asacustomerwalkspastashelfofgoods,ascreenontheshelftellshimhowmanypeoplecurrentlyintheshophavechosenthatparticularproduct.Ifthenumberishigh,heismorelikelytoselectittoo.
4.MrUsmani's“swarm-moves”modelappealstosupermarketsbecauseitincreasessaleswithouttheneedtogivepeoplediscounts.Anditgivesshoppersthesatisfactionofknowingthattheyboughtthe“right”product—thatis,theoneeveryoneelsebought.Themodelhasnotyetbeentestedwidelyintherealworld,mainlybecauseradiofrequencyidentificationtechnologyisnewandhasonlybeeninstalledexperimentallyinsomesupermarkets.ButMrUsmanisaysthatbothWal-MartinAmericaandTescoinBritainareinterestedinhiswork,andtestingwillgetunderwayinthespring.
5.Anotherrecentstudyonthepowerofsocialinfluenceindicatesthatsalescould,indeed,beboostedinthisway.MatthewSalganikofColumbiaUniversityinNewYorkandhiscolleagueshavedescribedcreatinganartificialmusicmarketinwhichsome14,000peopledownloadedpreviouslyunknownsongs.Theresearchersfoundthatwhenpeoplecouldseethesongsrankedbyhowmanytimestheyhadbeendownloaded,theyfollowedthecrowd.Whenthesongswerenotorderedbyrank,butthenumberoftimestheyhadbeendownloadedwasdisplayed,theeffectofsocialinfluencewasstilltherebutwaslesspronounced.Peoplethusfollowtheherdwhenitiseasyforthemtodoso.
6.InJapanachainofconvenienceshopscalledRanKingRanQueenhasbeenorderingitsproductsaccordingtosalesdatafromdepartmentstoresandresearchcompanies.Theshopssellonlythemostpopularitemsineachproductcategory,andtherankingsareupdatedweekly.Icosystem,acompanyinCambridge,Massachusetts,alsoaimstoexploitknowledgeofsocialnetworkingtoimprovesales.
7.Andthepsychologythatworksinphysicalstoresisjustaspotentontheinternet.OnlineretailerssuchasAmazonareadeptattellingshopperswhichproductsarepopularwithlike-mindedconsumers.Evenintheprivacyofyourhome,youcanstillbepartoftheswarm.
Questions1-6
Completethesentencesbelowwithwordstakenfromthereadingpassage.UseNOMORETHANTHREEWORDSforeachanswer.
1.Shopownersrealizethatthesmellof_______________canincreasesalesoffoodproducts.
2.Inshops,productsshelvedatamorevisiblelevelsellbettereveniftheyaremore_______________.
3.AccordingtoMr.Usmani,withtheuseof“swarmintelligence”phenomenon,anewmethodcanbeappliedtoencourage_______________.
4.Onthewaytoeverydayitemsatthebackofthestore,shoppersmightbetemptedtobuy_______________.
5.Ifthenumberofbuyersshownonthe_______________ishigh,othercustomerstendtofollowthem.
6.Usingthe“swarm-moves”model,shopownersdonothavetogivecustomers_______________toincreasesales.
1.答案:(freshly baked) bread.
2.答案:expensive.
3.答案:impulse buying.
4.答案:other (tempting) goods/things/products.
5.答案:screen.
6.答案:discounts.
暂无解析
Don'twashthosefossils!
StandardmuseumpracticecanwashawayDNA.
1.Washing,brushingandvarnishingfossils—allstandardconservationtreatmentsusedbymanyfossilhuntersandmuseumcuratorsalike—vastlyreducesthechancesofrecoveringancientDNA.
2.Instead,excavatorsshouldbehandlingatleastsomeoftheirbountywithgloves,andfreezingsamplesastheyarefound,dirtandall,concludesapaperintheProceedingsoftheNationalAcademyofSciencestoday.
3.AlthoughmanypalaeontologistsknowanecdotallythatthisisthebestwaytouptheoddsofextractinggoodDNA,Eva-MariaGeigloftheJacquesMonodInstituteinParis,France,andhercolleagueshavenowshownjusthowimportantconservationpracticescanbe.Thisinformation,theysay,needstobehammeredhomeamongthepeoplewhoareactuallyoutinthefielddiggingupbones.
4.Geiglandhercolleagueslookedat3,200-year-oldfossilbonesbelongingtoasingleindividualofanextinctcattlespecies,calledanaurochs.ThefossilsweredugupatasiteinFranceattwodifferenttimes—eitherin1947,andstoredinamuseumcollection,orin2004,andconservedinsterileconditionsat-20oC.
5.Theteam'sattemptstoextractDNAfromthe1947bonesallfailed.Thenewlyexcavatedfossils,however,allyieldedDNA.
6.Becausetheboneshadbeenburiedforthesameamountoftime,andinthesameconditions,theconservationmethodhadtobetoblamesaysGeigl."AsmuchDNAwasdegradedinthese57yearsasinthe3,200yearsbefore,"shesays.
Washin,washout
7.Becausemanypalaeontologistsbasetheirworkontheshapeoffossilsalone,theirmethodsofconservationarenotdesignedtopreserveDNA,Geiglexplains.
8.Thebiggestproblemishowtheyarecleaned.Fossilsareoftenwashedtogetheron-siteinalargebath,whichcanallowwater—andcontaminantsintheformofcontemporaryDNA—topermeateintotheporousbones."NotonlyistheauthenticDNAgettingwashedout,butcontaminationisgettingwashedin,"saysGeigl.
9.MostancientDNAspecialistsknowthisalready,saysHendrikPoinar,anevolutionarygeneticistatMcMasterUniversityinOntario,Canada.Butthatdoesn'tmeanthatbestpracticehasbecomewidespreadamongthosewhoactuallyfindthefossils.
10.GettingholdoffossilsthathavebeenpreservedwiththeirDNAinmindreliesoncloserelationshipsbetweenlab-basedgeneticistsandtheexcavators,sayspalaeogeneticistSvantePbooftheMaxPlanckInstituteforEvolutionaryAnthropologyinLeipzig,Germany.Andthatonlyoccursinexceptionalcases,hesays.
11.Pbo'steam,whichhasbeensequencingNeanderthalDNA,continuallyfacestheseproblems."WhenyouwanttostudyancienthumanandNeanderthalremains,there'sabigissueofcontaminationwithcontemporaryhumanDNA,"hesays.
12.Thisdoesn'tmeanthatallmuseumspecimensarefatallyflawed,notesPbo.TheNeanderthalfossilsthatwererecentlysequencedinhisownlab,forexample,hadbeenpartofamuseumcollectiontreatedinthetraditionalway.ButPboiskeentoseesamplesoffossilsfromeverymajorfindpreservedinlinewithGeigl'srecommendations—justincase.
Warmandwet
13.Geiglherselfbelievesthat,withcooperationbetweenbenchandfieldresearchers,preservingfossilsproperlycouldopenupavenuesofdiscoverythathavelongbeenassumedclosed.
14.Muchhumanculturaldevelopmenttookplaceintemperateregions.DNAdoesnotsurvivewellinwarmenvironmentsinthefirstplace,andcanvanishwhenfossilsarewashedandtreated.Forthisreason,Geiglsays,mostancientDNAstudieshavebeendoneonpermafrostsamples,suchasthewoollymammoth,oronremainsshelteredfromtheelementsincoldcaves—includingcavebearandNeanderthalfossils.
15.Betterconservationmethods,andafocusonfreshfossils,couldboostDNAextractionfrommoredelicatespecimens,saysGeigl.Andthatcouldshedmorelightonthestoryofhumanevolution.
(640wordsnature)
Glossary
Palaeontologists古生物学家
Aurochs欧洲野牛
Neanderthal(人类学)尼安德特人,旧石器时代的古人类。
Permafrost(地理)永冻层
Questions1-6
AnswerthefollowingquestionsbyusingNOMORETHANTHREEWORDSforeachanswer.
1.Howdidpeopletraditionallytreatfossils?
2.WhatsuggestionsdoGeiglandhercolleaguesgiveonwhatshouldbedonewhenfossilsarefound?
3.Whatproblemsmaybeposediffossilbonesarewashedon-site?NameONE.
4.WhatcharacteristicdofossilboneshavetomakethemsusceptibletobecontaminatedwithcontemporaryDNAwhentheyarewashed?
5.Whatcouldbebetterunderstoodwhenconservationtreatmentsareimproved?
6.Thepassagementionedseveralanimalspeciesstudiedbyresearchers.Howmanyofthemarementioned?
Questions7-11
Dothefollowingstatementsagreewiththeinformationgiveninthepassage?PleasewriteTRUEifthestatementagreeswiththewriterFALSEifthestatementdoesnotagreewiththewriterNOTGIVENifthereisnoinformationaboutthisinthepassage.
7.IntheirpaperpublishedintheProceedingsoftheNationalAcademyofSciences,GeiglandhercolleagueshaveshownwhatconservationpracticesshouldbefollowedtopreserveancientDNA.
8.ThefossilbonesthatGeiglandhercolleaguesstudiedareallfromthesameaurochs.
9.Geneticistsdon'thavetoworkonsite.
10.OnlynewlyexcavatedfossilbonesusingnewconservationmethodssuggestedbyGeiglandhercolleaguescontainancientDNA.
11.Paaboisstillworriedaboutthepotentialproblemscausedbytreatmentsoffossilsintraditionalway.
Questions12-13
CompletethefollowingthestatementsbychoosingletterA-Dforeachanswer.
12.“Thisinformation”inparagraph3indicates:
[A]ItiscriticaltofollowproperpracticesinpreservingancientDNA.
[B]ThebestwayofgettinggoodDNAistohandlefossilswithgloves.
[C]Fossilhuntersshouldwearhome-madehammerswhilediggingupbones.
[D]Manypalaeontologistsknowhowoneshoulddointreatingfossils.
13.ThestudyconductedbyGeiglandhercolleaguessuggests:
[A]thefactthatancientDNAcannotberecoveredfromfossilbonesexcavatedinthepast.
[B]thecorrelationbetweentheamountofburyingtimeandthatoftherecoveredDNA.
[C]thepaceatwhichDNAdegrades.
[D]thecorrelationbetweenconservationpracticesanddegradationofDNA.
Thelocalgovernmentwill_____morecollegesformorestudentstoreceivehighereducation.
-----AheavysnowhitmostofthepartsofChinainJanuary,2008.
-----____________terriblenews!
Howshopscanexploitpeople'sherdmentalitytoincreasesales
1.ATRIPtothesupermarketmaynotseemlikeanexerciseinpsychologicalwarfare—butitis.Shopkeepersknowthatfillingastorewiththearomaoffreshlybakedbreadmakespeoplefeelhungryandpersuadesthemtobuymorefoodthantheyhadintended.Stockingthemostexpensiveproductsateyelevelmakesthemsellfasterthancheaperbutlessvisiblecompetitors.Nowresearchersareinvestigatinghow“swarmintelligence”(thatis,howants,beesoranysocialanimal,includinghumans,behaveinacrowd)canbeusedtoinfluencewhatpeoplebuy.
2.AtarecentconferenceonthesimulationofadaptivebehaviourinRome,Zeeshan-ul-hassanUsmani,acomputerscientistfromtheFloridaInstituteofTechnology,describedanewwaytoincreaseimpulsebuyingusingthisphenomenon.Supermarketsalreadyencourageshopperstobuythingstheydidnotrealisetheywanted:forinstance,byplacingeverydayitemssuchasmilkandeggsatthebackofthestore,forcingshopperstowalkpastothertemptinggoodstoreachthem.MrUsmaniandRonaldoMenezes,alsooftheFloridaInstituteofTechnology,setouttoenhancethistendencytobuymorebyplayingontheherdinstinct.Theideaisthat,ifacertainproductisseentobepopular,shoppersarelikelytochooseittoo.Thechallengeistokeepcustomersinformedaboutwhatothersarebuying.
3.Entersmart-carttechnology.InMrUsmani'ssupermarketeveryproducthasaradiofrequencyidentificationtag,asortofbarcodethatusesradiowavestotransmitinformation,andeverytrolleyhasascannerthatreadsthisinformationandrelaysittoacentralcomputer.Asacustomerwalkspastashelfofgoods,ascreenontheshelftellshimhowmanypeoplecurrentlyintheshophavechosenthatparticularproduct.Ifthenumberishigh,heismorelikelytoselectittoo.
4.MrUsmani's“swarm-moves”modelappealstosupermarketsbecauseitincreasessaleswithouttheneedtogivepeoplediscounts.Anditgivesshoppersthesatisfactionofknowingthattheyboughtthe“right”product—thatis,theoneeveryoneelsebought.Themodelhasnotyetbeentestedwidelyintherealworld,mainlybecauseradiofrequencyidentificationtechnologyisnewandhasonlybeeninstalledexperimentallyinsomesupermarkets.ButMrUsmanisaysthatbothWal-MartinAmericaandTescoinBritainareinterestedinhiswork,andtestingwillgetunderwayinthespring.
5.Anotherrecentstudyonthepowerofsocialinfluenceindicatesthatsalescould,indeed,beboostedinthisway.MatthewSalganikofColumbiaUniversityinNewYorkandhiscolleagueshavedescribedcreatinganartificialmusicmarketinwhichsome14,000peopledownloadedpreviouslyunknownsongs.Theresearchersfoundthatwhenpeoplecouldseethesongsrankedbyhowmanytimestheyhadbeendownloaded,theyfollowedthecrowd.Whenthesongswerenotorderedbyrank,butthenumberoftimestheyhadbeendownloadedwasdisplayed,theeffectofsocialinfluencewasstilltherebutwaslesspronounced.Peoplethusfollowtheherdwhenitiseasyforthemtodoso.
6.InJapanachainofconvenienceshopscalledRanKingRanQueenhasbeenorderingitsproductsaccordingtosalesdatafromdepartmentstoresandresearchcompanies.Theshopssellonlythemostpopularitemsineachproductcategory,andtherankingsareupdatedweekly.Icosystem,acompanyinCambridge,Massachusetts,alsoaimstoexploitknowledgeofsocialnetworkingtoimprovesales.
7.Andthepsychologythatworksinphysicalstoresisjustaspotentontheinternet.OnlineretailerssuchasAmazonareadeptattellingshopperswhichproductsarepopularwithlike-mindedconsumers.Evenintheprivacyofyourhome,youcanstillbepartoftheswarm.
Questions1-6
Completethesentencesbelowwithwordstakenfromthereadingpassage.UseNOMORETHANTHREEWORDSforeachanswer.
1.Shopownersrealizethatthesmellof_______________canincreasesalesoffoodproducts.
2.Inshops,productsshelvedatamorevisiblelevelsellbettereveniftheyaremore_______________.
3.AccordingtoMr.Usmani,withtheuseof“swarmintelligence”phenomenon,anewmethodcanbeappliedtoencourage_______________.
4.Onthewaytoeverydayitemsatthebackofthestore,shoppersmightbetemptedtobuy_______________.
5.Ifthenumberofbuyersshownonthe_______________ishigh,othercustomerstendtofollowthem.
6.Usingthe“swarm-moves”model,shopownersdonothavetogivecustomers_______________toincreasesales.
-----Whataboutthepenyouboughtyesterday?
-----It____________well.Ilikeitverymuch.