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题型:阅读理解-阅读单选 难度:0.65 引用次数:63 题号:22845384

Marketers are often very conscious of the ways that their advertisements can backfire or “go wrong” in the eyes of their audiences. However, this rarely happens and there are virtually no cases where advertising has resulted in a decline in sales.

A psychological reason can account for the cause. It has to do with the mere exposure effect, which basically means that the more we’re exposed to something, the more we like it. The mere exposure effect is commonly attributed to Robert Zajonc for the important research that he conducted in the 1960s. His research, and the research of many others, shows that we tend to develop a liking or positive feeling for symbols or items that we see repeatedly.

When we take the mere exposure effect into account, it becomes clear why advertising rarely has a negative impact. Advertising helps to put brand assets (资产), like your logo and color and product and brand characters, in front of people, and the more these assets get in front of people, the more likely people are to develop positive feelings toward these assets and your brand. In fact, the impact of the mere exposure effect has been shown specifically in studies using advertisements, and they have found that students rated a banner ad more favorably when they had previously appeared as a pop up on their computer.

In order to fully take advantage of the mere exposure effect in marketing, marketers should make sure to use recognizable elements within their advertising. In addition, they should make sure that these elements align with what the customers see when they see the product. This will ensure that your customers will have an easier time noticing the product on the store shelves or on the computer screen and that they will have some familiarity with the brand.

The mere exposure effect is just one of many psychological biases that people use to simplify how they go about the world. Feel free to contact us or sign up for our newsletter to stay in touch with the latest insights in marketing psychology.

1. Which statement will Robert Zajonc probably agree with?
A.A familiar song becomes more appealing.
B.We often follow trends to make daily purchases.
C.People are often drawn to something unfamiliar.
D.Advertising with celebrities can increase product sales.
2. What can be inferred from paragraph 3?
A.Advertisement creates instant brand love.
B.Logos seen often in advertisements are rarely liked.
C.The banner ad has a significant attraction for consumers.
D.Advertisement uses exposure to develop brand appreciation.
3. What does the underlined part in paragraph 4 refer to?
A.Contribute to.B.Correspond to.C.Differ from.D.Depend on.
4. Where is the text most probably taken from?
A.A business webpage.B.A news report.C.A psychology textbook.D.A marketer’s diary.

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阅读理解-阅读单选(约420词) | 适中 (0.65)
文章大意:本文是一篇说明文。文章主要介绍了为什么我们不能记住童年早期的事情,心理学家对这种“童年失忆症”提出了各种各样的解释。

【推荐1】Memory

What is your earliest childhood memory? Can you remember learning to walk? Or talk? The first time you watched a television programme? Adults seldom call back events much earlier than the year or so before entering school, just as children younger than three or four seldom remember any specific, personal experiences.

A variety of explanations have been suggested by psychologists (心理学家) for this “childhood amnesia”. Now Annette Simms, a psychologist of Riverdale University, offers a new explanation for childhood amnesia. According to Dr. Simms, children need to learn to use someone else’s spoken description of their personal experiences in order to turn their own short-term, fast forgotten impressions of them into long-term memories. In other words, children have to talk about their experiences and hear others talk about them. Without this verbal reinforcement (语言强化), children cannot form permanent memories of what they have experienced.

So why should personal memories depend so heavily on hearing them described? Dr. Simms presents evidence that the human mind organizes memories in that way. Children whose mothers talk with them about the day’s activities before bedtime tend to remember more of the day’s special event than those whose mothers don’t. Talking about an event in this way helps a child to remember it. And learning to organize memories as a continuous story is the key to a permanent mental “autobiography (自传)” of important life events. Dr. Simms suggests that we humans may be biologically programmed to turn our life experiences into a novel.

The key to creating this mental life story is language, says Dr. Simms. “Children learn to talk about the past,” she says. “Talking to others about their short-term memories of the past leads to the establishment (建立) of long-term memories.” One way it does this is by helping a child to recognize that the retelling of an experience is just the experience itself, recreated in the form of words. The child learns that this “word-description” of an experience can then be stored in the memory and called back at any time. But a child’s language skills are usually not ready for this until the age of three or four, so they have no way to remember the earliest of their experiences.

1. Which of the following is the main idea of this passage?
A.Children need to discuss experiences with their parents.
B.Why can’t we remember the events of early childhood?
C.Adults can’t remember things as well as children.
D.What are memories of early childhood like?
2. What does the word “amnesia” in the second paragraph mean?
A.A mental life story.B.A childhood memory.C.Inability to remember.D.Researches on memory.
3. To form permanent memories of their experiences, young children need to ______.
A.talk about them with othersB.grow older than three or four
C.write a story in their own languageD.have a good relationship with their parents
4. According to Dr. Simms, the reason why children don’t form long-term memories before the age of three is that children ______.
A.can’t call back their experiencesB.have nowhere to store the memories
C.haven’t developed enough language skillsD.confuse the memory with the experience itself
2023-05-29更新 | 64次组卷
阅读理解-阅读单选(约330词) | 适中 (0.65)
名校
文章大意:本文是一篇说明文。如今,社交媒体和电子设备给我们提供了大量与别人联系的机会,同时也让我们以各种方式来回避他人,断绝与别人的联系。“玩失踪”就是典型的方式,但它是断绝关系的好办法吗?

【推荐2】Ghosting — or the “art” of suddenly disappearing and without a trace like a call, an email, or a text from someone’s life — is an old phenomenon and is becoming more common nowadays in social and professional settings. Social media and digital devices give us a zillion (大量的) more ways to reach out to each other, and we also have a zillion more ways to avoid each other. Ghosting may feel like the least messy way to handle a break-up. But is it a good idea for you and the one involved?

Jenny Mollen is a 40-year-old actress and author who once ghosted a friend she no longer wanted to see. She told the New York Times that she didn’t know how else to end it. “If you disappear completely,” she said, “you never have to deal with knowing someone is mad at you and being the bad guy”. However, the person being ghosted still feels anger and sadness, plus confusion and upset at the loss of contact.

Some experts say that people today are actually becoming inept when handling difficult conversations. Social psychologist Sara H. Konrath found that college students had few skills associated with emotional intelligence. For example, it’s difficult for many teens to think from another person’s perspective.

The reason may be simple: less practice. They prefer digital communication to keep contact, and can choose ghosting as a way to break up. However, facial expressions, gestures, and tones of voice convey things that text messages and even calls cannot. People gain a deeper understanding of each other when they talk face to face. And this is especially important and helpful when the topic is a hard one. If you are in situation where you want to escape, calm down and reflect. You definitely have better ways than ghosting.

1. How will the person being ghosted probably feel?
A.messy but pleasedB.annoyed and confused
C.upset but understandingD.disappointed and frustrated
2. What does the underlined word “inept” in paragraph 3 mean?
A.IndifferentB.IncapableC.ImpoliteD.Impatient
3. What can we infer from the passage?
A.Communication in person is advised.
B.Telephone calls can get more things across.
C.People prefer digital communication to keep contact.
D.Calm down and ask for help if you want to escape.
4. In which section of a website may the text appear?
A.Public HealthB.Modern Technology
C.CultureD.Social Life
2023-07-15更新 | 101次组卷
阅读理解-阅读单选(约390词) | 适中 (0.65)
名校
文章大意:这是一篇说明文。文章主要介绍了英国十到十二岁的青少年鲜明的个性和行为特征。

【推荐3】Have you heard of the term “tweenager”? It’s a slang (俚语) word used in the UK to describe children between about ten and twelve years old. They are between being a junior and a teenager. Why do the press and media refer to kids in this way?

Well, more and more companies now create products and services for tweenagers. They seem to tell us that tweenagers must have more money, freedom and influence upon their parents than they’ve ever had before.

Most children in the UK today get more pocket money than kids did a decade ago. Despite problems happening fairly often and regularly in the economy, parents generally have more money to give than before, since they are having fewer children on average than in the past. In addition, a higher divorce (离婚) rate in the UK makes parents try to make up by buying presents for their children. It’s a bad habit for both parents and children to get into, but parents are under constant pressure from commercial marketing and the requests of their children.

You may wonder how tweenagers have more freedom than previous generations. Well, UK children today are very media- and computer-literate. They have access to much more information about life and the world. They may have experienced a lot in life as well. With such sophistication (老于世故) at such a young age, it’s no wonder tweenagers are able to influence their parents.

Now UK tweenagers are also very fashion-conscious and concerned about their images. In a world of television programs that promise immediate success and fame at a young age, some people think it’s extremely important to look fashionable.

So what does tweenage fashion look like? It’s lots of brightly colored materials, particularly pink, and usually plain, not patterned. There are plenty of bows, necklaces and bracelets, too.

But can it really be healthy for us to encourage kids to be like adults at a young age? Are we stealing childhoods in return for a bit of profit? Well, the UK government is certainly concerned, and for that reason has strict laws preventing companies from clearly and openly marketing their products and services to children.

1. What is the use of the first paragraph?
A.To explain a concept and bring up the topic.
B.To tell the difference between a junior and a teenager.
C.To show why people in the UK prefer to use the slang.
D.To state how the slang came into being and make a summary.
2. Why do tweenagers get more pocket money from their parents?
A.They are the only child of their parents.
B.They have to pay more for their schooling.
C.Their parents make more money than before.
D.Their parents try to make up for their absence.
3. Why do tweenagers pay more attention to their appearance?
A.They are afraid of being laughed at by others.
B.They have less freedom than previous generations.
C.They wish to become successful and famous quickly.
D.They are encouraged to be like adults at a young age.
4. What’s the author’s attitude towards tweenagers’ present lifestyle?
A.Unconcerned.B.Negative.C.Supportive.D.Tolerant.
2023-12-13更新 | 42次组卷
共计 平均难度:一般