单选题 The producers of instant coffee found their product strongly resisted in the market despite their product's obvious advantages. Furthermore, the ad money for instant coffee was far greater than that for regular coffee. Efforts were made to find the cause of consumers' seemingly unreasonable resistance to the product. The reason given by most people was dislike for the taste. The producer suspected that there might be deeper reasons, however. This was confirmed by one of motivation studies, one often cited in the trade. Mason Haire drew up two shopping lists that were the same except for one item: hamburger, carrots, bread, baking powder, canned peaches, and potatoes, with the brands or amounts specified. The seventh item, in fifth place on both lists, read "one pound Maxwell House coffee" on the list 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. The women were asked to study their list and then to describe, as far as they could, the kind of woman 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. On the other hand, only one woman in the other group described the housewife, who had included regular coffee on her list, as lazy; only six of that group suggested that she was probably not a good wife. No one in the other group drew such a conclusion about the housewife who intended to buy regular coffee.

单选题 The instant coffee producers thought that ______.
[A] people should have bought regular coffee
[B] regular coffee was superior to instant coffee
[C] instant coffee should have been popular
[D] the money for advertising regular coffee is huge

【正确答案】 C

【答案解析】[名师精解] 题干的意思是：速溶咖啡生产商原以为……，既然是“原以为”，那结论一定与事实相反，因此，选项中用虚拟语气的句子就应该是答案。选项A“人们本应购买普通咖啡”与文章的第一句不符，因此，选项C“速溶咖啡本应受欢迎的”是答案。
[解题秘籍] 此题属推测题。可根据文章的第一句判断。

单选题 The purpose of the motivation study was to discover why ______.
[A] there were deeper reasons
[B] instant coffee did not taste good
[C] regular coffee was successful
[D] people didn't like instant coffee

【正确答案】 D

【答案解析】[名师精解] 题干是：研究购买动机的目的是发现为什么……，选项D“人们不喜欢速溶咖啡”是答案。不喜欢的背后还有更深的理由，因此，Mason Haire展开了这项调查，发现不是因为速溶咖啡的味道，而是消费者心理的原因。
[解题秘籍] 这是一道细节题，凭题干中的motivation study可在文中找到相应的句子，然后根据文中的句子解题。

单选题 As an ad on TV, the producers of instant coffee would probably show ______.
[A] a lazy wife drinking instant coffee
[B] a hard-working wife drinking instant coffee
[C] a good wife making regular coffee
[D] a smiling wife saving on instant coffee

【正确答案】 B

【答案解析】[名师精解] 题干是：作为电视上的一则广告，速溶咖啡商家也许会展示……。从 Mason Haire的研究中我们得知，家庭主妇最有可能把买速溶咖啡的人看成是懒女人，因此，作为商家，应推出相反的形象来改变这种成见，即勤劳的主妇形象。因此，我们推测商家更有可能展示勤劳主妇作为广告形象。
[解题秘籍] 这是推测题，考生可采用反推法，从给出的信息中反推出答案。

单选题 Which of the following can be inferred from the passage?
[A] Lazy wives prefer regular coffee.
[B] Advertising doesn't always make favorable sales.
[C] People pay little attention to advertising.
[D] Regular coffee has better taste than instant coffee.

【正确答案】 B

【答案解析】[名师精解] 题干问：从文章中能推测出以下哪种结论?从文章的第二句话，我们得知商家投入速溶咖啡的广告费要比普通咖啡多得多，但仍然发现人们抵制速溶咖啡。因此，可以推测“广告并非总是有利于销售的。”
[解题秘籍] 这也是一道推测题，根据the ad money for instant coffee was far greater than that for regular coffee来推测。