雅思閱讀考試模擬練習試題

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    1. A TRIP to the supermarket may not seem like an exercise in psychological
    warfare—but it is. Shopkeepers know that filling a store with the aroma of
    freshly baked bread makes people feel hungry and persuades them to buy more food
    than they had intended. Stocking the most expensive products at eye level makes
    them sell faster than cheaper but less visible competitors. Now researchers are
    investigating how “swarm intelligence” (that is, how ants, bees or any social
    animal, including humans, behave in a crowd) can be used to influence what
    people buy.
    2. At a recent conference on the simulation of adaptive behaviour in Rome,
    Zeeshan-ul-hassan Usmani, a computer scientist from the Florida Institute of
    Technology, described a new way to increase impulse buying using this
    phenomenon. Supermarkets already encourage shoppers to buy things they did not
    realise they wanted: for instance, by placing everyday items such as milk and
    eggs at the back of the store, forcing shoppers to walk past other tempting
    goods to reach them. Mr Usmani and Ronaldo Menezes, also of the Florida
    Institute of Technology, set out to enhance this tendency to buy more by playing
    on the herd instinct. The idea is that, if a certain product is seen to be
    popular, shoppers are likely to choose it too. The challenge is to keep
    customers informed about what others are buying.
    3. Enter smart-cart technology. In Mr Usmani’s supermarket every product
    has a radio frequency identification tag, a sort of barcode that uses radio
    waves to transmit information, and every trolley has a scanner that reads this
    information and relays it to a central computer. As a customer walks past a
    shelf of goods, a screen on the shelf tells him how many people currently in the
    shop have chosen that particular product. If the number is high, he is more
    likely to select it too.
    4. Mr Usmani’s “swarm-moves” model appeals to supermarkets because it
    increases sales without the need to give people discounts. And it gives shoppers
    the satisfaction of knowing that they bought the “right” product—that is, the
    one everyone else bought. The model has not yet been tested widely in the real
    world, mainly because radio frequency identification technology is new and has
    only been installed experimentally in some supermarkets. But Mr Usmani says that
    both Wal-Mart in America and Tesco in Britain are interested in his work, and
    testing will get under way in the spring.
    5. Another recent study on the power of social influence indicates that
    sales could, indeed, be boosted in this way. Matthew Salganik of Columbia
    University in New York and his colleagues have described creating an artificial
    music market in which some 14,000 people downloaded previously unknown songs.
    The researchers found that when people could see the songs ranked by how many
    times they had been downloaded, they followed the crowd. When the songs were not
    ordered by rank, but the number of times they had been downloaded was displayed,
    the effect of social influence was still there but was less pronounced. People
    thus follow the herd when it is easy for them to do so.
    6. In Japan a chain of convenience shops called RanKing RanQueen has been
    ordering its products according to sales data from department stores and
    research companies. The shops sell only the most popular items in each product
    category, and the rankings are updated weekly. Icosystem, a company in
    Cambridge, Massachusetts, also aims to exploit knowledge of social networking to
    improve sales.
    7. And the psychology that works in physical stores is just as potent on
    the internet. Online retailers such as Amazon are adept at telling shoppers
    which products are popular with like-minded consumers. Even in the privacy of
    your home, you can still be part of the swarm.
    Questions 1-6
    Complete the sentences below with words taken from the reading passage. Use
    NO MORE THAN THREE WORDS for each answer.
    1. Shopowners realize that the smell of _______________ can increase sales
    of food products.
    2. In shops, products shelved at a more visible level sell better even if
    they are more _______________.
    3. According to Mr. Usmani, with the use of “swarm intelligence”
    phenomenon, a new method can be applied to encourage _______________.
    4. On the way to everyday items at the back of the store, shoppers might be
    tempted to buy _______________.
    5. If the number of buyers shown on the _______________ is high, other
    customers tend to follow them.
    6. Using the “swarm-moves” model, shopowners do not have to give customers
    _______________ to increase sales.
    Questions 7-12
    Do the following statements agree with the information given in the reading
    passage? For questions 7-12 write
    YES if the statement agrees with the information
    NO if the statement contraicts the information
    NOT GIVEN if there is no information on this in the passage
    7. Radio frequency identification technology has been installed
    experimentally in big supermarkets like Wal-Mart.
    8. People tend to download more unknown songs than songs they are familiar
    with.
    9. Songs ranked high by the number of times being downloaded are favored by
    customers.
    10. People follow the others to the same extent whether it is convenient or
    not.
    11. Items sold in some Japanese stores are simply chosen according to the
    sales data of other shops.
    12. Swarm intelligence can also be observed in everyday life.
    Answer keys:
    1. 答案:(freshly baked) bread. (第1段第2行:Shoppers know that filling a store
    with the aroma of freshly baked bread makes people feel hungry and persuades
    them to buy more food than they intended.)
    2. 答案:expensive. (第1段第4行: Stocking the most expensive products at eye level
    makes them sell faster than cheaper but less visible competitors.)
    3. 答案:impulse buying. (第2段第1句:At a recent conference on the simulation of
    adaptive behaviour in Rome, Zeeshan-ul-hassan Usmani, a computer scientist from
    the Florida Institute of Technology, described a new way to increase impulse
    buying using this phenomenon.)
    4. 答案:other (tempting) goods/things/products. (第2段第2句:Supermarkets already
    encourage shoppers to buy things they did not realise they wanted: for instance,
    by placing everyday items such as milk and eggs at the back of the store,
    forcing shoppers to walk past other tempting goods to reach them.)
    5. 答案:screen. (第3段第4行:As a customer walks past a shelf of goods, a screen
    on the shelf tells him how many people currently in the shop have chosen that
    particular product. If the number is high, he is more likely to select it
    too.)
    6. 答案:discounts. (第4段第第1句:Mr Usmani’s “swarm-moves” model appeals to
    supermarkets because it increases sales without the need to give people
    discounts.)
    7. 答案:NO. (第4段第3、4句:The model has not yet been tested widely in the real
    world, mainly because radio frequency identification technology is new and has
    only been installed experimentally in some supermarkets. But Mr Usmani says that
    both Wal-Mart in America an Tesco in Britain are interestd in his workd, and
    testing will get under way in the spring. 短語 “get under
    way”的意思是“開始進行”,在Wal-Mart的試驗要等到春天才開始)
    8. 答案:NOT GIVEN. (在文中沒有提及該信息)
    9. 答案:YES。 (第5段第3句:The reseachers found that when people could see the
    songs ranked by how many times they have been downloaded, they followed the
    crowd.)
    10. 答案:NO。 (第5段最后兩句:When the songs are not ordered by rank, but the number
    of times they had been downloaded was displayed, the effect of social influence
    was still there but was less pronounced. People thus follow the herd when it is
    easy for them to do so. pronounced的詞義是“顯著的、明顯的”)
    11. 答案:YES。 (第6段第1句:In Japan a chain of convenience shops called RanKing
    RanQueen has been ordering its products according to sales data from department
    stores and research companies.)
    12. 答案:YES。 (最后一段最后一句:Even in the privacy of your home, you can still be
    part of the swarm. home應該算是everyday life的一部分)