1 . Every decision we make is arrived at through hugely complex neurological processing. Although it feels as though you have a choice, the action that you ‘decide’ to take is entirely directed by automatic neural activity. Brain imaging studies show that a person’s action can be predicted by their brain activity up to 10 seconds before they themselves become aware they are going to act. Multiple neuroscientific studies show that even those important decisions that feel worked out are just as automatic as knee-jerk reactions (膝跳反应) (although more complex).
Decision-making starts with the amygdala: a set of two almond-shaped nuclei (杏仁状核) buried deep within the brain, which generate emotion. The amygdala registers the information streaming in through our senses and responds to it in less than a second, sending signals throughout the brain. These produce an urge to run, fight, freeze or grab, according to how the amygdala values various stimuli.
Before we act on the amygdala’s signals, however, the information is usually processed by other brain areas, including some that produce conscious thoughts and emotions. Areas concerned with recognition work out what’s going on, those concerned with memory compare it with previous experiences, and those concerned with reasoning, judging and planning get to work on constructing various action plans. The best plan—if we are lucky—is then selected and carried out. If any of this process goes wrong, we are likely to hesitate, or do something silly.
The various stages of decision-making are marked by different types of brain activity. Fast (gamma)waves, with frequencies of 25 to 100 Hz, produce a keen awareness of the multiple factors that need to be taken into account to arrive at a decision. If you are trying to choose a sandwich, for instance, gamma waves generated in various cells within the ‘taste’ area of the brain bring to mind and compare the taste of ham, hummus, wholemeal, sourdough, and so on. Although it may seem useful to be aware of the full range of choice, too much information makes decision-making more difficult, so irrelevant factors get dismissed quickly and unconsciously.
After this comparison stage, the brain switches to slow-wave activity (12 to 30 Hz). This extinguishes most of the gamma activity, leaving just a single ‘hotspot’ of gamma waves which marks the chosen option.
Although there is no ‘you’ outside your brain to direct what it’s doing, you can help it to make good decisions by placing yourself in a situation which is likely to make the process run more smoothly. Doing something that is physically or mentally stimulating before making a decision will help your brain produce the initial gamma waves that generate awareness of the competing options. Getting over-excited, on the other hand, will prevent the switch to the slow brainwaves, making it much harder to single out a choice.
1. Why does the writer mention “knee-jerk reactions” in the first paragraph?| A．To introduce the finding of the latest brain imaging studies. |
| B．To illustrate that decisions are not consciously thought out. |
| C．To call attention to a kind of neural reaction that is not very complex. |
| D．To show the difference between decision-making and other brain activity. |
| A．It works out conscious thoughts and emotions. |
| B．It selects the best action plan for a given situation. |
| C．It dismisses factors that are irrelevant to the decision to be made. |
| D．It processes sensory information and generates emotional responses. |
| A．Slow-wave activity usually lasts longer than fast-wave activity. |
| B．The brain prioritizes information before settling on a final choice. |
| C．Decision-making is difficult when slow-wave activity occurs first. |
| D．The brain needs as much information as possible to make a decision. |
| A．By preparing the brain to single out the most reasonable choice. |
| B．By helping the brain switch to slow-wave activity more quickly. |
| C．By getting the brain to focus on those most relevant alternatives. |
| D．By making the brain more aware of the factors and choices involved. |
Jean’s dream was to be a great chef, so when she was 20, she travelled to France, which has the most famous cuisine in the world, to learn to cook. After twelve years, she was among the best.
Her father, Bob, was getting old, and she wanted to be near him. Jean accepted an offer from one of Washington’s top restaurants. The manager offered her a handsome salary, and 30% ownership of the restaurant. The next day, Jean went to sign the contract. As she got out of the car, she caught sight of a green sunshade. Instead of going to meet the manager, she crossed the street towards the old restaurant, Fargonetti’s. She pushed open the door and the memories came flooding back.
Jean’s mum died when she was just 11, and her father lost his job and was forced to freelance (从事自由职业). Money was very short. When Jean turned thirteen, Bob had made a reservation at Fargonetti’s, the capital’s best restaurant.
“I’m not hungry, baby girl. I had a huge breakfast,” Bob said. “This is all for you!” “Oh,” Jean cried. “Daddy was so silly! He’s been saving to come here for lunch for MONTHS and now he ruined his appetite with breakfast!” The waiter, Carl Bader, immediately realised what was going on and went to Mr Fargonetti, the restaurant owner, and told him about Jean and Bob.
An hour later, surprisingly, the waiter brought wonderful dishes and set them before the father and daughter. “Lunch is on the house with Mr Fargoneti’s compliments (致意),” Carl said. For Bob and Jean, it was a free but magical meal. They were on cloud nine when they walked out. “Jean,“ said Bob happily. “I feel our luck has changed!” And it did! The next day, one of Bob’s old friends called and offered him a job at a new magazine, and Jean believed Fargonetti’s had made it all happen. That was when she decided to become a chef!
Twenty years later, the old restaurant looked run-down and sad, but Jean recognised the waiter immediately. “Carl?” she asked delightedly.
注意：1.续写词数应为150左右；2.请按如下格式在答题卡的相应位置作答。
The man looked surprised.
________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________Jean was staring at Carl and a brilliant idea was taking shape in her mind.
________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________3 . One of the curious things about social networks is the way that some messages, pictures, or ideas can spread like wildfire while others that seem just as catchy or interesting barely register at all.
Before you go deep into the puzzle, consider this: If you measure the height of your male friends, for example, the average is about 170 centimeters. You are 172 and your friends are all about the same height as you are. Indeed, the mathematical concept of “average” is a good way to capture the nature of this data set.
But imagine that one of your friends was much taller than you. This person would dramatically skew the average, which would make your friends taller than you, on average. In this case, the “average” is a poor way to capture this data set.
Exactly this situation occurs on social networks. On average, your coauthors will be cited more often than you, and the people you follow will post more frequently than you, and so on.
Now Lerman from University of Southern California has discovered a related paradox, which they call the majority illusion. They illustrate this illusion with an example. They take 14 nodes linked up to form a small network. They then color three of these nodes and count how many of the remaining nodes link to them in a single step.
In one situation, the uncolored nodes see more than half of their neighbors as colored. This is the majority illusion — the local impression that a specific feature is common when the global truth is entirely different.
So how popular is it in the real world? It’s found out that the majority illusion occurs in almost all network scenarios. “The effect is largest in the political blogs network, where 60% of nodes will have majority active neighbours, even when only 20% of the nodes are truly active,” says Lerman.
It immediately explains many interesting phenomena. For a start, it shows how some content can spread globally while other similar content does not — the key is to start with a small number of well-connected early adopters fooling the rest of the network into thinking it is common. The affected nodes then find it natural to follow the trend. A real spread finally comes into being.
But it is not yet a marketer’s charter. For that, marketers must first identify the popular nodes that can create the majority illusion for the target audience. These influencers must then be persuaded to adopt the desired behavior or product, which is essential to the prospect of the marketing plan.
1. The phrase skew the average in the passage most probably refers to the action of ________.| A．hiding the real average to be unrecognizable to others |
| B．producing an average against the general feature of data |
| C．working out the common feature suggested by the average |
| D．ignoring the average because of the frequency by which it is reviewed |
| A．Majority illusion rarely has impacts except in political blogs field. |
| B．The majority illusion on social networks relies on that people you follow post more than you. |
| C．The essence of successful opinion spread is to initiate the trend with well-connected sharers. |
| D．The spread scale of ideas on networks mainly depends on the quality of content. |
| A．thoroughly understand the concept of majority illusion |
| B．accurately figure out who is the powerful person to affect others |
| C．definitely decide who are the target audience for the promotion |
| D．successfully convince the influencers to practice certain action |
| A．The social network vision that tricks your mind. |
| B．Who is stealing your network identity? |
| C．Minority network opinion spread, curse or blessing? |
| D．Have you been misled during the last political voting? |
