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Passage 18
Taste is such a subjective matter that we
don’t usually conduct preference tests for
food. The most you can say about anyone’s
preference, is that it’s one person’s
opinion.
But because the two big cola companies-Coca-Cola
and Pepsi Cola are
marketed so aggressively,
we’ve wondered how big a role taste preference
actually
plays in brand loyalty. We set up a
taste test that challenged people who identified
themselves as either Coca-Cola or Pepsi fans:
Find your brand in a blind tasting.
We invited
staff volunteers who had a strong liking for
either Coca-Cola Classic or
Pepsi, Diet Coke,
or Diet Pepsi. These were people who thought
they’d have no
trouble telling their brand
from the other brand.
We eventually located 19
regular cola drinkers and 27 diet cola drinkers.
Then we fed
them four unidentified samples of
cola one at a time, regular colas for the one
group,
diet versions for the other. We asked
them to tell us whether each sample was Coke or
Pepsi; then we analyzed the records
statistically to compare the participants’ choices
with what mere guess-work could have
accomplished.
Getting all four samples right
was a tough test, but not too tough, we thought,
for
people who believed they could recognize
their brand. In the end, only 7 out of 19
regular cola drinkers correctly identified
their brand of choice in all four trials. The
diet-cola drinkers did a little worse-only 7
to 27 identified all four samples correctly.
While both groups did better than chance would
predict, nearly half the participants in
each
group made the wrong choice two or more times. Two
people got all four
samples wrong. Overall,
half the participants did about as well on the
last round of
tasting as on the first, so
fatigue, or taste burnout, was not a factor. Our
preference test
result suggest that only a few
Pepsi participants and Coke fans may really be
able to
tell their favorite brand by taste and
price.
86. According to the passage the
preference test was conducted in order to _______
A) find out the role taste preference plays in
a person’s drinking
B) reveal which cola is
more to the liking of the drinkers
C) show
that a person’s opinion about taste is mere guess-
work
D) compare the ability of the
participants in choosing their drinks
87. The
statistics recorded in the preference tests
show_______
A) Coca-Cola and Pepsi are
people’s two most favorite drinks
B) There is
not much difference in taste between Coca-Cola and
Pepsi
C) Few people had trouble telling Coca-
Cola from Pepsi
D) People’s tastes differ from
one another
88. It is implied in the first
paragraph that________
A) the purpose of taste
tests is to promote the sale of colas
B) the
improvement of quality is the chief concern of the
two cola companies
C) the competition between
the two colas is very strong
D) blind tasting
is necessary for identifying fans
89. The word
“burnout” (Line 4, Para. 5) here refers to the
state of _________
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A) being seriously burnt in
the skin B) being unable to burn for lack of fuel
C) being badly damaged by fire D) being unable
to function because of excessive use
90. The
author’s purpose in writing this passage is to
_________
A) show that taste preference is
highly subjective
B) argue that taste testing
is an important marketing strategy
C)
emphasize that taste and price are closely related
to each other
D) recommend that blind tasting
be introduced in the quality control of colas
Passage 18
（９０）味觉是极为主观的东西，因而我们通常不会做对食品喜好程度
的测试。
我们能对任何人的偏好所说的最多的，便是那是个人意见。（８８）但因为两大
可乐公
司——可口可乐与百事可乐的销售是如此的具有攻击性，（８６）我们不
由地想知道对味道的偏好在品牌
忠诚度上实际起了多大的作用。我们开始了一项
味觉测试，它会挑战那些自称是可口可乐或是百事可乐的
拥护者的人：蒙眼尝味
来发现你喜爱的品牌。
Passage 18
Taste is such a subjective matter that we
don’t usually conduct preference tests for
food. The most you can say about anyone’s
preference, is that it’s one person’s
opinion.
But because the two big cola companies-Coca-Cola
and Pepsi Cola are
marketed so aggressively,
we’ve wondered how big a role taste preference
actually
plays in brand loyalty. We set up a
taste test that challenged people who identified
themselves as either Coca-Cola or Pepsi fans:
Find your brand in a blind tasting.
We invited
staff volunteers who had a strong liking for
either Coca-Cola Classic or
Pepsi, Diet Coke,
or Diet Pepsi. These were people who thought
they’d have no
trouble telling their brand
from the other brand.
We eventually located 19
regular cola drinkers and 27 diet cola drinkers.
Then we fed
them four unidentified samples of
cola one at a time, regular colas for the one
group,
diet versions for the other. We asked
them to tell us whether each sample was Coke or
Pepsi; then we analyzed the records
statistically to compare the participants’ choices
with what mere guess-work could have
accomplished.
Getting all four samples right
was a tough test, but not too tough, we thought,
for
people who believed they cou )ld recognize
their brand. In the end, only 7 out of 19
regular cola drinkers correctly identified
their brand of choice in all four trials. The
diet-cola drinkers did a little worse-only 7
to 27 identified all four samples correctly.
While both groups did better than chance would
predict, nearly half the participants in
each
group made the wrong choice two or more times. Two
people got all four
samples wrong. Overall,
half the participants did about as well on the
last round of
tasting as on the first, so
fatigue, or taste burnout, was not a factor. Our
preference test
result suggest that only a few
Pepsi participants and Coke fans may really be
able to
tell their favorite brand by taste and
price.
86. According to the passage the
preference test was conducted in order to _______
A) find out the role taste preference plays in
a person’s drinking
B) reveal which cola is
more to the liking of the drinkers
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C) show that
a person’s opinion about taste is mere guess-work
D) compare the ability of the participants in
choosing their drinks
87. The statistics
recorded in the preference tests show_______
A) Coca-Cola and Pepsi are people’s two most
favorite drinks
B) There is not much
difference in taste between Coca-Cola and Pepsi
C) Few people had trouble telling Coca-Cola
from Pepsi
D) People’s tastes differ from one
another
88. It is implied in the first
paragraph that________
A) the purpose of taste
tests is to promote the sale of colas
B) the
improvement of quality is the chief concern of the
two cola companies
C) the competition between
the two colas is very strong
D) blind tasting
is necessary for identifying fans
89. The word
“burnout” (Line 4, Para. 5) here refers to the
state of _________
A) being seriously burnt in
the skin B) being unable to burn for lack of fuel
C) being badly damaged by fire D) being unable
to function because of excessive use
90. The
author’s purpose in writing this passage is to
_________
A) show that taste preference is
highly subjective
B) argue that taste testing
is an important marketing strategy
C)
emphasize that taste and price are closely related
to each other
D) recommend that blind tasting
be introduced in the quality control of colas
Passage 18
（９０）味觉是极为主观的东西，因而我们通常不会做对食品喜好程度
的测试。
我们能对任何人的偏好所说的最多的，便是那是个人意见。（８８）但因为两大
可乐公
司——可口可乐与百事可乐的销售是如此的具有攻击性，（８６）我们不
由地想知道对味道的偏好在品牌
忠诚度上实际起了多大的作用。我们开始了一项
味觉测试，它会挑战那些自称是可口可乐或是百事可乐的
拥护者的人：蒙眼尝味
来发现你喜爱的品牌。
我们请了一批志愿者，
他们对传统可口可乐、百事可乐、低糖可乐与低糖百事四
者中的一种十分喜爱。他们都认为自己可以毫不
费力把自己喜爱的牌子与其它牌
子区分开来。
我们最终确定了１９名普通可乐饮用者与２７名低糖可乐饮用者。
然后我们给他们喝四种不知
种类的可乐样品，每次一种，一组喝普通可乐，另一
组喝低糖可乐。我们请他们说出每种样品是可口可乐
还是百事可乐；然后以统计
的角度分析数据，以把参加测试者的选择与猜测相比较。
我们认为
把四种样品都判断正确可不容易，但也不算困难，因为这些人都相信自
己可以分辨出自己喜爱的品牌。（
８７）结果，１９个普通可乐饮用者中只有７
个正确地在全部四个测试样品中区分出了自己喜爱的品牌。
低糖可乐饮用者做得
更糟，２７个人中只有７个人把全部四个都判断对了。
两组的结果都比随
机猜测的正确率要高，但每组中几乎有一半人选错了两次以
上，有两个人把全部四个都弄错了。总体来说
，（８９）一半的参与测试者在最
后一轮测试中与第一轮中表现差不多，因此疲劳或是味觉失灵不是原因
。我们的
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口味偏
好测试的结果表示，只有很少的百事可乐爱好者与可口可乐爱好者真的可
以由口味和价格判断出他们喜爱
的品牌。
８６、根据本文，做这个口味偏好测试是为了________
Ａ）弄清在人们饮用饮料时口味偏好所起的作用 Ｂ）揭示哪一种可乐更受人喜
爱
Ｃ）显示人们对口味的评价仅仅是猜测而已 Ｄ）比较参与测试者选择自己喜爱
饮料的能力
８７、在口味偏好测试中的统计显示________
Ａ）可口可乐与百事可乐是人们最喜爱的两种饮料
Ｂ）可口可乐与百事可乐的口味没有很大差别
Ｃ）很少有人无法区分可口可乐与百事可乐
Ｄ）人们的口味互不相同
８８、在第一段中暗示_________
Ａ）口味测试的目的是促进可乐的销售 Ｂ）提高品质是两家可乐公司最关
心的事
Ｃ）两种可乐的竞争很激烈 Ｄ）要区分品牌爱好者，蒙眼测试
是必要的
８９、“burn out”这个词（第５段第６行）指的是____的状态
Ａ）皮肤严重烧伤 Ｂ）因为缺乏燃料不能燃烧
Ｃ）被火损伤得很严重 Ｄ）因为过度使用而失灵了
９０、作者写本文的目的是___________
Ａ）显示味觉偏好是十分主观的
Ｂ）提出观点，即味觉测试是一项重要的市场推广策略
Ｃ）强调口味与价格两者密切相关
Ｄ）推荐在可乐品质管理中引入蒙眼测试
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