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. |
A.The influence of empathy. | B.The importance of creativity. |
C.The benefit of the chips. | D.The feeling of others. |
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. |
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 |
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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.
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.
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.
A.Plan ahead with your computer. |
B.Find the direction north with two sticks. |
C.It is very helpful and can be used on any night. |
D.This can prevent you from locating the North Star. |
E.Here are some ways to help you find the North Star. |
F.Rely on constellations in the night sky to find the North Star. |
G.Some applications can also assist you to see stars more easily. |
【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.
In the latest study, the researchers wanted to find out whether the direction of tail wagging had any effect on other dogs. To get an answer, they fitted dogs with vests that recorded their heart rates, and played them movies of other dogs wagging their tails one way and then the other. To ensure the dogs reacted only to tail wagging, and not appearance? they repeated the experiment with dogs that appeared only as shadows.
“When dogs saw other dogs wagging their tails to the right, there was quite a relaxed reaction and no evidence of an increased heart rate. But when the wagging was to the left we saw an increase in heart rate and a series of behaviors typically associated with stress, anxiety and being more watchful, “Giorgio said. The anxious animals held their ears up, breathed, and kept their eyes wide open. The study appears in the latest issue of Current Biology.
1. What does the text focus on?A.Animal protection. | B.Animal welfare. |
C.Animal tests. | D.Animal psychology. |
A.Their automatic behavior. | B.Their conscious response. |
C.Their increasing heart rate. | D.Their selective preference. |
A.When they run quickly. | B.When they feel hungry. |
C.When they play with their owners. | D.When they feel stressed. |
A.How dogs communicate with each other |
B.Some reasons why dogs feel seriously anxious |
C.Dogs’ different behaviors in different situations |
D.Dogs’ communicating ways of tail wagging |
【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.
1. What do we know about allostasis?A.It is a contradictory concept. | B.It tends to focus on change. |
C.It advocates dynamic stability. | D.It claims absolute adaptability. |
A.Being pumped. | B.Slowing down. | C.Getting polluted. | D.Rising up. |
A.Popularity. | B.Confidence. | C.Recognition. | D.Perseverance. |
A.Say No to Stability | B.Stop Resisting Change |
C.Fight for Flexibility | D.Balance Life and Work |
【推荐1】“Towards thee I roll, thou all-destroying but unconquering whale; to the last I grapple with thee; from hell’s heart I stab at thee; for hate’s sake I spit my last breath at thee.” Captain Ahab’s dying declaration of defiance (抗争) is among the most famous passages in Herman Melville’s novel.
In reality, such victories of the hunted over the hunter were a fantasy in the cruel world of industrial whaling. The biggest cetacean of them all, the blue whale, had all but disappeared from the Southern Ocean by the time a ban on hunting it was introduced in 1967.
Sightings of the largest mammal ever to live on the earth had been rare in the region since then. Not any more. A survey of coastal waters around the island of South Georgia in the sub-Antarctic has had remarkable results.
In just over three weeks, in the krill-rich waters of what was once their main feeding ground, the movements of 55 Antarctic blues were recorded by the British Antarctic Survey. The finding was described as “truly, truly amazing” by one cetacean specialist. It suggests that when a comprehensive audit (审计), due in 2021, is carried out, there is a good chance that the species will prove to be in full recovery mode, as are humpbacks and other whales in the southern hemisphere.
Three years ago, the Natural History Museum established a 25m skeleton (骨架) of a blue whale and named it Hope, intending to inspire new generations to build a sustainable future.
The return of the world’s most splendid ocean travellers to southern waters should serve as an example for wider possibilities of conservation. Ecological wrongs can be righted, or at least mitigated, with sufficient will and organisations.
The more general comeback of the whale - for which environmental campaigners should take a great deal of credit — can be an inspiration for victories yet to be won. It could also act as an added motivation to action on the climate emergency.
1. What’s the author’s purpose of mentioning the famous passage in Herman Melville’s novel?A.To describe a hunter’s bravery. | B.To introduce the topic of the text. |
C.To stress the popularity of the novel. | D.To offer information about whale hunting. |
A.To attract tourists to visit the museum. |
B.To show the unkindness of whale hunters. |
C.To motivate humans to live harmoniously with nature. |
D.To call on people to pay attention to the blue whales’ habitat. |
A.Developed. | B.Promoted. | C.Reduced. | D.Solved. |
A.The blue whales’ comeback | B.The cruelty of industrial whaling |
C.The importance of protecting whales | D.The sustainable development of the Antarctic area |
【推荐2】Short video applications are not only developing rapidly and successfully in China, but gaining more strength as people across various age groups and geographical locations are using them to kill time, record lives, and even make a fortune.
Douyin, the most popular short video app in the country, said on Monday that the number of daily active users on its app had risen to 400 million by January, 2020. That represented awhoppingrise from the 250 million recorded during the same period a year ago. Such an achievement is successful, considering that the app first appeared in 2016.
People of almost all ages use the app, and they double as both viewers and content creators, the company said. For instance, those in their 50s were. more keen on creating dance-related videos and enjoyed watching video clips on wedding scenes. Those born in the 1980s liked recording childhood memories with phones and watching beautiful scenery while teenagers and younger customers were keen on videos about animes (日本动漫), comics (漫画) and cute pets.
As an emotional bond, Douyin saw 1.76 million new born babies, 180,000 college entrance exams, 380,000 graduations and 7.09 million shares, of weddings as users chose to record and upload videos of these important occasions in their life onto the platform.
With flowers increasing at high seed for top influencers, businesses are also sensing marketing opportunities. This year more marketing dollars will be given to short videos for better contact with customers and the creation of interesting content, according to Maggie Wang, president of data marketing technology firm AdMaster.
“For social marketing, it has become more important to create original content,” she said. “It’s highly likely to turn clicks into cash if the contents are to viewers’ tastes.”
1. The underlined word “whopping” in Paragraph 2 most probably means “__________”.A.gentle | B.gradual | C.popular | D.huge |
A.Most of the people just watched video clips on Douyin. |
B.People in their 30s liked watching beautiful scenery on Douyin. |
C.The number of daily active users on Douyin was about 150 million in 2019. |
D.The users preferred to upload funny videos on Douyin. |
A.Short videos will get more financial (金融的) support this year. |
B.All of the users of Douyin will be given money this year. |
C.The viewers will pay for the contents that are to their tastes. |
D.The more videos the viewers watch, the more dollars they’ll be given. |
A.Douyin: An App for People to Record Lives. |
B.Douyin: The Most Popular App around the World. |
C.Short Videos Apps: Fast Becoming Popular in China. |
D.Social Marketing: An Important Key to Business. |
【推荐3】When we think about pirates (海盗), there is a nearly universal image that comes to mind, which has been made to continue throughout pop culture. Pirates have developed quite the reputation for saying things such as “Shiver me timbers!” and “Arrr!” and for having a fake leg—maybe even sporting a parrot on their shoulder. This idea of pirates, both in the way they speak and the way they look, develops mostly from the popular novel Treasure Island and one of its movie adaptations. Unfortunately, it probably doesn’t have much bearing in reality.
Treasure Island was serialized in a magazine from October 1881 to January 1882 and published in a book form 1883. It was written by Scottish author Robert Louis Stevenson under the pseudonym pen-name “Captain George North.” The novel follows teenager Jim Hawkins, who finds himself in possession of a map that leads to buried treasure. Sounds familiar, right? Jim leads the reader on a wild adventure, encountering pirates such as the one-legged Captain Long John Silver and Israel Hands, who want to take the treasure for themselves.
While the novel Treasure Island certainly influenced the way we think of pirates—and especially their imaginary tendency for burying treasure and marking it on secret maps—it’s the 1950 movie adaptation of the book, directed by Byron Haskin, that gave us the typical image of pirates and pirate talk. It’s in this movie where audiences first heard pirates employ words such as “matey” and say “arrrr” instead of “yes.” Long John Silver always has a parrot on his shoulder, and other pirates in the movie wear eye patches and have hooks for hands, bringing together some existing piratical stereotypes. Subsequent pirate films, from The Goonies (1985) to Pirates of the Caribbean: The Curse of the Black Pearl (2003), show influence of the mannerisms, speech, and even costuming established by Treasure Island.
1. Which of the following is characteristic of pirates?A.Carrying an eagle on the shoulder. |
B.Saying“ Arrr!” in place of “Yes”. |
C.Having a deep scar on the face. |
D.Wearing a pair of sunglasses. |
A.The author of Treasure Island |
B.The director of Treasure Island |
C.The hero of the Treasure Island |
D.One pirate in Treasure Island |
A.The novel of Treasure Island itself. |
B.The interesting plot of Treasure Island. |
C.The movie based on Treasure Island. |
D.The magazine carrying Treasure Island. |
A.Influences of Treasure Island. |
B.The language used by the pirate. |
C.Some films concerning pirates. |
D.Robert Louis Stevenson. |