Question

   The producers of instant coffee found their product strongly resisted in the market place despite their product’s obvious advantages.  Furthermore, the advertising expenditure(費用) for instant coffee was far greater than that for regular coffee.  Efforts were made to find the cause of the consumers’ seemingly unreasonable resistance to the product.  The reason given by most people was dislike of the taste.  The producers thought that there might be deeper reasons.  However, this was confirmed by one of motivation research’s classic studies, one often cited in the trade.

   Mason Haire of the University of California made two shopping lists that were almost the same except for one item.  There were six items common to both lists: hamburger, carrots, bread, baking powder, canned peaches, and potatoes with the brands or amounts specified(具體說明).  The seventh item, in fifth place on both lists, read “one pound Maxwell House coffee” on one side and “Nescafe instant coffee” on the other.  One list was given to each one in a group of fifty women, and the other list to those in the other group of the same size.  These women were asked to study their list and then to describe, as far as they could, the kind of woman (“personality and character”) who would draw up that shopping list.  Nearly half of those who had received the list including instant coffee described a housewife who was lazy and a poor planner.  On the other hand, only one woman in the other group described the housewife, who had included regular coffee on her list, as being lazy; only six of that group suggested that she was probably not a good wife; and no one drew the same conclusion as the women in the “instant coffee” group did about the housewife who intend to buy regular coffee.

 

51. In the opinion of instant coffee producers, ________.

   A. people should buy regular coffee

   B. regular coffee is inferior to instant coffee

   C. instant coffee should have a good market because of its obvious advantages

   D. the advertising expenditure for regular coffee is very great

52. In this instance, the purpose of motivation study was to discover________.

   A. why there were deeper reasons

   B. the reason why instant coffee did not taste good

   C. why regular coffee was successful

   D. the deeper reason for the people’s resistance to instant coffee

53. The two lists on which “one pound Maxwell House coffee” and “Nescafe instant coffee” were written as items were given to __________.

   A. 7 women     B. 14 women    C.  50 women    D. 100 women

54. Because of the result of this test, the producers of instant coffee would probably revise their advertising to show __________.

   A. a lazy wife drinking instant coffee

   B. a stupid wife using instant coffee

   C. a hard-working woman drinking instant coffee

   D. a busy wife using regular coffee

55. Which of the following can be learned from the passage?

   A. It is reasonable for people to resist instant coffee

   B. Advertising does not always assure favorable sales results

   C. People pay little attention to advertising

   D. Regular coffee has better taste than instant coffee

Answer 1

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