阅读理解 One soft drink advertisement commands, "Obey your thirst," but your taste buds may get trumped by the sway of brand names. All those commercials and jingles and celebrity endorsements get stored in the brain, apparently biasing preferences, new research shows. The study probed the effect of these cultural influences by returning to the classic blind taste test between Coke and Pepsi. These two products are nearly the same in contents, and yet many consumers have strong feelings about their favorite. Is this because one tastes better?
In a study of 67 volunteers, researchers at Baylor College of Medicine tried to isolate the sensory input of tasting from the effects of brand recognition. They found that subjects chose the two colas equally in blind taste tests. But when told that one of the cups they were drinking was Coke, these same subjects picked that cup about 75 percent of the time. This preference for a brand name occurred even though both cups in this round of testing actually contained Coke. Interestingly, the same was not true in the parallel experiment when one cup was labeled as Pepsi, but both cups were filled with Pepsi. In this case, the subjects chose the labeled cup as often as the unlabeled one.
To explore how brand recognition operated in the brain, the scientists scanned the subjects with functional magnetic resonance imaging(FMRI), which tracks blood flow. While sipping colas, a certain area of the subjects' brains showed increased activity—apparently because it was the taste reward center.
During a blind test, people generally picked the soda that caused more activity in this region of their brain. But when a Coke picture flashed in front of the subjects prior to drinking, other parts of the brain—some dealing with memory—lit up. The researchers could not detect similar activity when a Pepsi picture was flashed. The implication is that the reference to Coke elicited memories that biased the choice of some of the subjects, but the same recollections did not arise from a Pepsi cue—at least not in a way sufficient to override the direct taste sensation.

单选题 16.Which of the following is NOT suggested in paragraph 1?

单选题 17.About the 67 test subjects mentioned in paragraph 2, we can conclude that______.

【正确答案】 C

【答案解析】属推断题。第二段谈到：在不注明是可口可乐还是百事可乐的情况下，人们的选择没有偏爱(因此排除A、B)。但如果他们被告知要喝的饮料中有一杯是可口可乐时，他们在75％的情况下会选择可口可乐。情况不一样的是，当一杯标明是百事可乐(但事实上两杯都是百事可乐)时，人们选择标有百事可乐的那杯和选择没标明百事可乐的那杯的机会相等。从而可以推断出C为正确答案。D项的意义在第一段有所表达(两种产品用料大致相同)，但答非所问。

单选题 18.Why did test subjects generally choose the drink that caused more activity in the taste reward centre?

单选题 19.The main effect of showing a Coke picture to the test subjects before they drank was that

【正确答案】 D

【答案解析】属细节推断题。根据题干定位到原文末段第二句：在人们喝饮料前，如果有可口可乐的图片闪现在面前，大脑的其他部分一掌管记忆的部分一就会活跃起来。……这就意味着可口可乐的图片会唤起大脑对它的记忆，从而左右人们的选择。从而推出选D。A项、B项超越原文内容。C项原文未提。

单选题 20.Which of the following is the main purpose of the text?

【正确答案】 C

【答案解析】属主旨题。文章开头首先指出广告及名人对人们选择商品的影响力，进而把可口可乐和百事可乐进行比较，试验得出的结果是选择可口可乐的人较多。经过对大脑内部结构的分析，研究人员发现可口可乐图片的作用比百事可乐图片的作用要大。从而印证了广告的巨大作用。所以正确答案为C。A项太过笼统，并非人们都那么认为。B项被排除是因为对大脑进行试验并非本篇文章的目的。D项说大部分人无法区分两种可乐，事实上人们能够区分开两种可乐，所以也被排除。