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题型:阅读理解-阅读单选 难度:0.65 引用次数:103 题号:15112927

What kind of potato chips would you create, and what would you name it, if you wanted to sell the product to pregnant women?

This was the task that marketing professors Kelly Herd and Ravi Mehta presented to more than 200 adults, in a study of how emotion impacts creativity. The participants were divided evenly into two groups. Group A were simply given the assignment without any extra instructions. Group B were told to take a few minutes, before beginning the task, to imagine how the customer would feel while eating the snack.

The amateur product designers came up with different potato chip ideas and descriptions, but the most creative were: Pickles-and-ice-cream chips, Sushi chips, and Margarita-for-Mom chips. The most creative ideas came from the group that had thought about how the consumer would feel before starting the task. “I think it is fascinating to see the result—the empathy(同理心) has great influence in maximizing creativity,” Herd says. “This is one of those areas of psychology that hasn’t been clarified yet for marketers: how does thinking of others’ feelings affect those who are creating new work?”

“We’ve shown that empathy can change the way in which you think,” Herd says. “We’ve looked at it in a somewhat narrow context of product design, but it appears that amazing things, such as imagining how someone else feels, can have a huge impact on creativity in general.”

Herd and Mehta conducted five separate experiments, including asking participants to design a child’s toy, select materials for a new kind of food for kids, and redesign a grocery cart for the elderly. And these experiments provided more evidence for their finding.

The researchers believe the initial focus on others’ feelings creates the ability to consider issues from diverse points of view. The ability to “shift avenues of thought” while perceiving and processing information is a benefit to creativity.

“An interesting trend in marketing now is that large companies are developing new ideas for products and services from their customers’ suggestions,” says Herd. This year alone, more than half of consumer goods manufacturers say they will get 75% of their innovation and research and development capabilities from crowd-sourcing (众包).

In an ultra-competitive marketplace, few companies will survive for long without innovation and new products, Herd says. In fact, a 2016 study published in Business News Daily found that 82% of company executives interviewed believe there is a strong connection between creativity and business results.

1. What should the participants in Group B do before the assignment?
A.Try the chips currently on sale.B.Think from a customer’s angle.
C.Meet with the producers of the chips.D.Remember all materials of the chips.
2. What does the underlined word “it” in Paragraph 4 refer to?
A.The influence of empathy.B.The importance of creativity.
C.The benefit of the chips.D.The feeling of others.
3. What can we learn from the last paragraph?
A.The effect of crowd-sourcing on business results.
B.The fierce competition faced by large companies.
C.The significance of innovation to business competition.
D.The role of crowd-sourcing in the creation of new products.
4. Which of the following can be the best title for the text?
A.The most effective way to inspire creativity
B.A promising avenue for best-selling products
C.The influence of creativity in product marketing
D.The power of empathy in product development
【知识点】 科普知识 说明文

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【推荐1】The North Star, also known as Polaris, is often used by campers to help them find their way when they get lost.     1     You can use them to find the North Star and help you if you lose your direction, or just find the North Star for fun if you’re into star gazing.

    2     You can use the Big Dipper(北斗七星)to find the Little Dipper. The Little Dipper is the constellation(星座)that contains the North Star. The tip of the Little Dipper’s handle is the North Star. If you’re able to locate the Little Dipper, you can easily spot the North Star.

Locate the North Star with your smart phone. There are many smart phone applications that work something like a telescope. You allow the phone to find your location, and then point your phone to the sky. The phone acts as interactive map, identifying stars and constellations for you.     3    

Buy a star atlas(星图). If the idea of carrying your phone around while stargazing kills the fun for you, consider buying a star atlas instead. You should also always take an atlas with you when hiking in case your phone battery dies.     4     A star atlas is a book that breaks down the night sky by the region and time of year. You can use it to locate the North Star on any given night.

    5     You can use desktop applications for your computer to know how the sky will look on a given night. These devices can help you plan ahead. You’ll go outside with a rough idea of where you can expect to find the North Star.

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2022-01-29更新 | 177次组卷
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【推荐2】Dogs can tell how other dogs are feeling from the way their tails are wagging(摇摆),according to researchers who monitored the animals’ heart rate as they watched dogs’ movies. The Italian team found that dogs had higher heart rates and became more anxious when they saw others wag their tails more to the left,but not when they wagged more to the right, or failed to wag at all.

The curious form of communication is probably not intentional, or consciously understood, but is instead an automatic behavior that arises from the structure of the brain, said Giorgio. “It’s not something they clearly and exactly understand,” Giorgio told The Guardian. “It’s just something that happens to them.”

Giorgio traces the effect back to the way the two halves of the brain process different experiences. In a previous study, his team showed that when a dog had a positive experience, activity rose in the left side of the brain, bringing about more tail wagging to the right. Or else more tail wagging to the left. The effect is barely visible to the human eye because dogs tend to wag their tails too fast, but it can be seen with slow motion video, or in some larger types.

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1. What does the text focus on?
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【推荐3】The Greek philosopher Heraclitus taught that you can’t step into the same river twice, for you aren’t the same person at each visit, and the water is ever flowing. It is a powerful way to represent the reality of impermanence: Everything is always changing.

Many people have tense relationships with change. They deny it, resist it or attempt to control it- the result of which is almost always some combination of stress, anxiety, and burnout. It doesn’t have to be that way.

A concept called allostasis can help. Developed in the late 1980s by a neuroscientist, Peter Sterling, and a biologist, Joseph Eyer, allostasis is defined as “stability through change,” elegantly showing the concept’s double meaning: The way to stay stable through the process of change is by changing, at least to some extent.

The river of change has been flowing mercilessly, and it shows no signs of letting up. Societally, we’ve gone through a pandemic (大流行病), its economic decline and the widespread adoption of social media, the combination of which has shifted how we live and work. In our personal lives, we continue to do what we have always done: relocate, start jobs, quit jobs, change jobs, get promoted, experience illness, get married, have children, retire and on and on.

Finding ways in this river requires both ruggedness and flexibility. To be rugged is to be tough and determined, to know your core values and what you stand for. To be flexible is to actively respond to changing circumstances, to adapt and bend easily without breaking, to grow and even change your mind. Put these qualities together and the result is a great endurance, one that helps you maintain your strong core even in fragile moments. It allows you to step into allostasis’s cycle of order, disorder and reorder — which is, of course, one and the same with stepping into Heraclitus’s river —and to chart it skillfully and whenever possible, to your own benefit.

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2024-01-24更新 | 107次组卷
共计 平均难度:一般