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重庆大学研究生2013基础英语试卷及答案

重庆大学研究生2013基础英语试卷及答案
重庆大学研究生2013基础英语试卷及答案

重庆大学硕士研究生《英语 》课程试卷

2012 ~2013 学年 第 一 学期(春、秋)

开课学院: 课程编号: 考试日期:

考试方式:

考试时间: 120 分钟

硕士生B 类答题纸 英语班次:_______________ Answer Sheet

Part I. Reading Comprehension ( 40 points, 1-15 30points; 16-25 10points)

1. ( )

2. ( )

3. ( )

4. ( )

5. ( )

6. ( )

7. ( )

8. ( )

9. ( ) 10. ( ) 11. ( ) 12. ( ) 13. ( ) 14. ( ) 15. ( )

16. ( ) 17. ( ) 18. ( ) 19. ( ) 20. ( )

21.( ) 22.( ) 23.( ) 24.( ) 25.( )

Part II. Translation from English to Chinese ( 20 points)

Part III. Translation from Chinese to English ( 20 points )

Part IV . Writing ( 20 points)

(请写在背面,Please write your composition on the reverse side.)

命题(组题)人:黄萍

李雁

审题人: 黄萍

命题时间:

2012.12

研究生院制

学院 专业(领域) 类别 ( 学术 、专业 ) 学号 姓名

线

重庆大学硕士研究生《英语》课程试卷

2012~2013 学年第一学期

硕士生B类

Part I: Reading Comprehension 40%

Directions: Read the following passages carefully and then select the best answer from the four choices given to answer the questions or to complete the statements that follow each passage. Write your answer on your Answer Sheet.

Passage One

Psychologists agree that I.Q. contributes only about 20 percent of the factors that determine success. A full 80 percent comes from other factors,including what I call emotional intelligence. Following are two of the major qualities that make up emotional intelligence,and how they can be developed:

1. Self-awareness. The ability to recognize a feeling as it happens is the keystone of emotional intelligence. People with greater certainty about their emotions are better pilots of their lives.

Developing self-awareness requires tuning in to what neurologist Antonio Damasio calls ―gut feelings‖。Gut feelings can occur without a person being consciously aware of them. For example,when people who fear snakes are shown a picture of a snake,sensors on their skin will detect sweat,a sign of anxiety,even though the people say they do not feel fear. The sweat shows up even when a picture is presented so rapidly that the subject has no conscious awareness of seeing it.

Through deliberate effort we can become more aware of our gut feelings. Take someone who is annoyed by a rude encounter for hours after it occurred. He may be unaware of his irritability and surprised when someone calls attention to it. But if he evaluates his feelings, he can change them.

Emotional self-awareness is the building block of the next fundamental of emotional intelligence:being able to shake off a bad mood.

2. Mood Management. Bad as well as good moods spice life and build character. The key is balance. We often have little control over when we are swept by emotion. But we can have some say in how long that emotion will last. Psychologist Dianne Tice asked more than 400 men and women about their strategies for escaping foul moods. Her research,along with that of other psychologists,provides valuable information on how to change a bad mood.

Of all the moods that people want to escape,rage seems to be the hardest to deal with. When someone in another car cuts you off on the highway,your reflexive though may be,That jerk!He could have hit me!I can't let him get away with that!The more you stew,the angrier you get. Such is the stuff of hypertension and reckless driving.

What should you do to relieve rage?One myth is that ventilating will make you feel better. In fact,researchers have found that's one of the worst strategies. A more effective technique is ―reframing‖,which means consciously reinterpreting a situation in a more positive light. In the case of the driver who cuts you off,you might tell yourself:Maybe he had some emergency. This is one of the most potent ways, Tice found,to put anger to rest.

Going off alone to cool down is also an effective way to refuse anger, especially if you can't think clearly. Tice found that a large proportion of men cool down by going for a drive—a finding that inspired her to drive more defensively. A safer alternative is exercise, such as taking a long walk. Whatever you do,don't waste the time pursuing your train of angry thoughts. Your aim should be to distract yourself.

The techniques of reframing and distraction can alleviate depression and anxiety as well as anger. Add to them such relaxation techniques as deep breathing and meditation and you have an arsenal of weapons against bad moods.

1. What are gut feelings?

A. They are feelings one is born with.

B. They are feelings one may be unaware of.

C. They are feelings of fear and anxiety.

D. They are feelings felt by sensible people.

2. According to the author,the importance of knowing one's gut feelings is that

A. one can develop them.

B. one can call others' attention to them.

C. one may get rid of them.

D. one may control them.

3. The word ―spice‖ in paragraph Six is closest in meaning to

A. add interest to

B. lengthen.

C. make dull

D. bring into existence.

4. On mood control, the author seems to suggest that we

A. can control the occurrence of mood.

B. are often unaware of what mood we are in.

C. can determine the duration of mood.

D. lack strategies for controlling moods.

5. The essence of ―reframing‖ is

A. to forget the unpleasant situation.

B. to adopt a positive attitude.

C. to protect oneself properly.

D. to avoid road accidents.

Passage Two

The case for college has been accepted without question for more than a generation. All high school graduates ought to go, says conventional wisdom and statistical evidence, because college will help them earn more money, become "better" people, and learn to be more responsible citizens than those who don't go.

But college has never been able to work its magic for everyone. And now that close to half our high school graduates are attending, those who don't fit the pattern are becoming more numerous, and more obvious. College graduates are selling shoes and driving taxis; college students interfere with each other's experiments and write false letters of recommendation in the intense competition for admission to graduate school. Other find no stimulation in their studies, and drop out—often encouraged by college administrators.

Some observers say the fault is with the young people themselves—they are spoiled and they are expecting too much. But that is a condemnation of the students as a whole, and doesn't explain all campus unhappiness. Others blame the state of the world, and they are partly right. We have been told that young people have to go to college because our economy can't absorb an army of untrained

eighteen-year-olds. But disappointed graduates are learning that it can no longer absorb an army of trained twenty-two-year-olds, either.

Some adventuresome educators and watchers have openly begun to suggest that college may not be the best, the proper, the only place for every young person after the completion of high school. We may have been looking at all those surveys and statistics upside down, it seems, and through the rosy glow of our own remembered college experiences. Perhaps college doesn't make people intelligent, ambitious, happy, liberal, or quick to learn things—may it is just the other way around, and intelligent, ambitious, happy, liberal, quick-learning people are merely the ones who have been attracted to college in the first place. And perhaps all those successful college graduates would have been successful whether they had gone to college or not. This is heresy to those of us who have been brought up to believe that if a little schooling is good, more has to be much better. But contrary evidence is beginning to mount up.

6. According to the author, ___.

A. people used to question the value of college education.

B. people used to have full confidence in higher education.

C. all high school graduates went to college.

D. very few high school graduates chose to go to college.

7. In the 2nd paragraph, "those who don't fit the pattern" refer to___.

A. high school graduates who aren't suitable for college education.

B. college graduates who are selling shoes and driving taxis.

C. college students who aren't any better for their higher education.

D. high school graduates who failed to be admitted to college.

8. The dropout rate of college students seems to go up because___.

A. young people are disappointed with the conventional way of teaching at college.

B. many people are required to join the army.

C. young people have little motivation in pursuing a higher education.

D. young people don't like the intense competition for admission to graduate school.

9. According to the passage, the problems of college education partly originate in the fact that___.

A .society cannot provide enough jobs for properly trained graduates.

B. High school graduates do not fit the pattern of college education.

C. Too many students have to earn their own living.

D. College administrators encourage students to drop out.

10. In this passage the author argues that___.

A. college education is not enough if one wants to be successful.

B. college education benefits only the intelligent, ambitious, and

quick-learning people.

C. intelligent people may learn quicker if they don't go to college.

D. more and more evidence shows college education may not be the best thing for high school graduates.

Passage Three

A controversy erupted in the scientific community in early 1998 over the use of DNA (deoxyribonucleic acid ) fingerprinting in criminal investigations. DNA fingerprinting was introduced in 1987 as a method to identify individuals based on a pattern seen in their DNA, the molecule of which genes are made. DNA is present in every cell of the body except red blood cells. DNA fingerprinting has been used successfully in various ways, such as to determine paternity where it is not clear who the father of a particular child is. However, it is in the area of criminal investigations that DNA fingerprinting has potentially powerful and controversial uses.

DNA fingerprinting and other DNA analysis techniques have revolutionized criminal investigations by giving investigators powerful new tools in the attempt to trove guilt, not just establish innocence. When used in criminal investigations, a DNA fingerprint pattern from a suspect is compared with a DNA fingerprint pattern obtained from such material as hairs or blood found at the scene of a crime. A match between the two DNA samples can be used as evidence to convict a suspect.

The controversy in 1998 stemmed form a report published in December 1991 by population geneticists Richard C. Lewontin of Harvard University in Cambridge, Mass., and Daniel L. Hartl called into question the methods to calculate how likely it is that a match between two DNA fingerprints might occur by chance alone. In particular, they argued that the current method cannot properly determine the likelihood that two DNA samples will match because they came from the same individual rather than simply from two different individuals who are members of the same ethnic group. Lewontin and Hartl called for better surveys of DNA patterns methods are adequate.

In response to their criticisms, population geneticists Ranajit Chakraborty of the University of Texas in Dallas and Kenneth K.Kidd of Yale University in New Haven, Conn., argued that enough data are already available to show that the methods currently being used are adequate. In January 1998, however, the federal Bureau of Investigation and laboratories that conduct DNA tests announced that they would collect additional DNA samples form various ethnic groups in an attempt to resolve some of these questions. And, in April, a National Academy of Sciences called for strict standards and system of accreditation for DNA testing laboratories.

11. Before DNA fingerprinting is used, suspects____.

A. would have to leave their fingerprints for further investigations

B. would have to submit evidence for their innocence

C. could easily escape conviction of guilt

D. cold be convicted of guilt as well

12. DNA fingerprinting can be unreliable when ____.

A .the methods used for blood- cell calculation are not accurate

B. two different individuals of the same ethnic group may have the same DNA fingerprinting pattern

C. a match is by chance left with fingerprints that happen to belong to two different individuals

D. two different individuals leave two DNA samples.

13. To geneticists like Lewontin and Hartl, the current method ____.

A. is not so convincing as to exclude the likelihood that two DNA samples can never come from two individuals

B. is arguable because two individuals of the same ethnic group are likely to have the same DNA pattern.

C. is not based on adequate scientific theory of genetics

D. is theoretically contradictory to what they have been studying

14. The attitude of the Federal Bereau of Investigation shows that ____.

A. enough data are yet to be collected form various ethnic groups to confirm the unlikelihood of two DNA samples coming from two individual members

B. enough data of DNA samples should be collected to confirm that only DNA samples form the same person can match

C. enough data are yet to be collected from various ethnic groups to determine the likelihood of two different DNA samples coming form the same person 来

D. additional samples from various ethnic groups should be collected to determine that two DNA samples are unlikely to come from the same person

15. National Academy of Sciences holds the stance that ____.

A. DNA testing should be systematized

B. Only authorized laboratories can conduct DNA testing

C. the academy only is authorized to work out standards for testing

D. the academy has the right to accredit laboratories for DNA testing Passage Four

A. ?Consumer behavior‘ is the behavior that consumers display in seeking, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their personal needs. The study of consumer behavior is the study of how individuals make decisions to spend their available resources (money, time and effort) on products and services. Consumer behavior includes both mental decisions and the physical actions that result from those decisions. Although some social scientists limit their understanding of ?behavior‘ to observable actions, it is

apparent that the reasons and decisions behind the actions involved in human (and consumer) behavior are as important to investigate as the actions themselves.

B. People engage in activities for many purposes other than consumption but, when acting as a customer, individuals have just one goal in mind – to obtain goods and services that meet their needs and wants. All consumers face varying problems associated with acquiring products to sustain life and provide for some comforts. Because solutions to these problems are vital to the existence of most people, and the economic well-being of all, they are usually not taken lightly. The process is complex, as choices must be made regarding what, why, how, when, where and how often to buy an item.

C. Take, for instance, the product bottled water – a multimillion-dollar industry. A study of consumption behavior in this area would investigate what kinds of consumers buy bottled water, and why, when and where they buy it. The study might find that, among some consumers, the growing use of bottled water is tied to concerns with fitness; and, among others, with the quality of tap water. It might find that domestic brands have a totally different image from imported brands, and that the reasons and occasions for usage vary among consumers. By contrast, a more durable product such as a document scanner would have a very different target market. What kinds of consumers buy, or would buy, a scanner for home use? What features do they look for? How much are they willing to pay? How many will wait for prices to come down? The answers to these questions can be found through consumer research, and would provide scanner manufacturers with important input for product design modification and marketing strategy.

D. The word ?consumer‘ is often used to describe two different kinds of consuming entities; the personal consumer and the organizational consumer. The personal consumer buys goods and services for his or her own use (e.g. shaving cream), for the use of the whole household (television set), for another member of the household (a shirt or electronic game) or as a gift for a friend (a book). In all these contexts, the goods are bought for final use by individuals who are referred to as ?end-users‘ or ?ultimate consumers‘.

E.The second category of consumer includes profit and non-profit businesses, public sector agencies (local and national) and institutions (schools, churches, prisons), all of which buy products, equipment and services in order to run their organizations. Manufacturing companies must buy the raw materials and other components to manufacture and sell their products; service companies must buy the equipment necessary to render the services they sell; government agencies buy the office products needed to operate agencies; institutions must buy the materials they need to maintain themselves and their populations.

F. The person who purchases a product is not always the sole user of the product. Nor is the purchaser necessarily the person who makes the decision or pays for the product. Thus the marketplace activities of individuals entail three functions, or roles, as part of the processes involved in consumer behavior. The three functions are the consumer, the person who consumes or uses the product or service; the purchaser, the person who undertakes the activities to obtain the product or service; and the payer, the person who provides the money or other object of value to obtain the product or service. Marketers must decide whom to direct their marketing efforts toward. For some products or services, they must identify the person who is most likely to influence the decision. Some marketers believe that the buyer of the products is the best prospect, others believe it is the user of the product, while still others play it safe by directing their promotional efforts to both buyers and users. For example, some toy manufacturers advertise their products on children‘s television shows to reach the users, others advertise in magazines to reach the buyers, and others run dual campaigns designed to reach both children and their parents.

G. In addition to studying how consumers use the products they buy, consumer researchers are also interested in how individuals dispose of their once-new purchases when they are finished with them. The answer to this question is important to marketers, as they must match production to the frequency with which consumers buy replacements. It is also important to society as a whole, as solid waste disposal has become a major environmental problem that marketers must address in their development of products and packaging. Recycling is no longer a sufficient response to the problem. Many manufacturers have begun to remanufacture old components to install in new products, because remanufacturing is often cheaper, easier and more efficient than recycling

Reading Passage4 has seven paragraphs: A–G. Which paragraph contains the following information? Write the correct letter, A–G, on your answer sheet (item 16-20).

16. a description of the organizational consumer

17. the reason why customers take purchasing decisions seriously

18. reference to a way of re-using materials

19. ways of exposing products to a range of potential customers

20. a term used to describe someone who buys for the family

Complete the summary below. Choose NO MORE THAN TWO WORDS from the passage for each answer. Write your answers on your answer sheet (item 21-25).

Part II. Translation from English to Chinese 20%

Directions:Put the following passage into Chinese. Write your answer on your Answer Sheet.

Classroom climate is important. If students experience the classroom as a caring, supportive place where there is a sense of belonging and everyone is valued and respected, they will tend to participate more fully in the process of learning. Various task dimensions can also foster motivation to learn. Ideally, tasks should be challenging but achievable. Relevance also promotes motivation, as does ―contextualizing‖ learning, that is, helping students to see how skills can be applied in the real world. Tasks that involve ―a moderate amount of discrepancy or incongruity‖ are beneficial because they stimulate students‘ curiosity, an intrinsic motivator. Part III. Translation from Chinese into English 20%

Directions: Put the following Chinese into English. Write your answer on your Answer Sheet.

在现代社会,尽管社会进步,物质丰富,人们总感到有些地方不对劲,但却又难以明确地指出到底问题出在哪儿。空虚,没有归属感,缺乏稳定的社会关系似乎都成为人们略感不快的来由。人们对于快乐这个棘手的话题,似乎都有共识:若问及人们生活怎样,他们会谈及他们的家人、工作等而非仅仅是回答他们的薪水多少。对他们而言,生活的质量比薪水的数量更加重要。

Part IV. Writing 20%

Directions: You are to write an email of about 150 words on the following topic. Write your composition on your Answer Sheet.

情景:现有一家企业正在招聘,招聘岗位非常适合自己,请你去信询问相关内容,内容必须包括

1. 说明你写信的原因及目的;

2. 说明你需要这份工作的理由;

3. 询问该岗位的职责所在;

4. 询问所需岗位的条件及要求;

5. 其它你认为需要询问的事项

2012 ~2013 学年第一学期

硕士生B类答案

Part I. Reading Comprehension ( 40 points: 1-15 30points;16-25 10points )

1. ( B )

2. ( D )

3. ( A )

4. ( C )

5. ( B )

6. ( B )

7. ( C )

8. ( C )

9. ( A ) 10. ( D)

11. ( C) 12. ( B ) 13. ( A ) 14. ( B) 15. ( B ) 16. (E) 17. (B) 18. ( G) 19. (F)

20. ( D)

21. bottled water (must have both words)

22.fitness

23. discover/find

24. imported brands (must have both words)

25.design / features / design features

Part II. Translation from English to Chinese ( 20 points)

(略)

Part III. Translation from Chinese to English ( 20 points ) In modern societies, despite the social progress and prosperity, people always feel that there is something not right. However, it is hard for them to put a finger on it. A feeling of emptiness and not belonging, a lack of defined solid relationship seem to be the sources of unhappiness. People all agree on the great conundrum of personal happiness: when asked how they are, they will answer in terms of their family life and work life rather than just what they are paid.

Part IV. Writing ( 20 points)

工程硕士 研究生英语基础教程课后习题 Unit1-15 汉译英全部 精校版

工程硕士研究生英语基础教程(汉译英Unit1-15) Unit 1 B. 1. 她计划自己创业。 She plans to set up her own business 2. 态度也很重要。 Attitude also matters. 3. 她在客人们到达之前把所有家具都擦亮了. She had polished all the furniture before the gusts arrived. 4. 有些经理不知道如何与人打交道handle Some managers have no idea how to handle people. 5.我们完成那项工程的时间打破了记录(record) We finished the work in record time. 6. 她喜欢东西都摆好以后再开始工作。She likes everything to be in place before she starts working. 7. 她常常一天工作12小时。(put in) She often puts in 12 hours’ work a day. 8. 他是从报纸上得到这一信息的.(acquire) He acquired the information from the newspapers. 9. 我们部门有一个助理的职位空缺. ( Associate professor 副教授lecturer 讲师) There’s an opening for an assistant in our department. 10. 该组织旨在促进各国之间的友谊. The organization works to promote friendship between nations. Unit2 B. 1. 今晚她很可能给我打电话。(likely) She is very likely to ring me tonight. 2. 我看不懂这篇文章(beyond) Understanding this article is beyond my capacity. 3. 新刷的一层油漆可使房间焕然一新(transform) A fresh coat of paint can transform a room. 4. 做事不先考虑总会导致失败。(result in) Acting before thinking always results in failure. 5. 他估计那项工作需要三个月。(estimate) He estimated that the work would take three months. 6. 我们相信这个协议将会积极地促进两国之间的贸易。 We believe that this agreement will positively promote the trade between our two countries. 7. 新机场必将推动这个地区的旅行业。 The new airport will certainly push ahead the tourism in this region. 8. 网络经济将对人们的生活产生重要的影响。 Net economy will have significant influence on the people’s life. 9. 在昨天的会议上,他提出了一个新的经济发展计划。 At the yesterday’s meeting, he brought forward a new plan for the economic development.

重庆大学2015年硕士英语考试

开卷 闭卷 Part III. Translation from Chinese to English ( 20 points ) Part IV . Writing ( 20 points) (Please write your composition on the reverse side. 请写在背面) 命题(组题)人: 李雁 审题人: 黄萍 命题时间:2014.12 研究生院制 学院 专业(领域) 类别 ( 学术 、专业 ) 学号 姓名 封 线 密

重庆大学硕士研究生《英语》课程试卷 2014~2015 学年第一学期 硕士生B类 Part I. Reading Comprehension(40 points) Directions: Read the following passages carefully and then select the best answer from the four choices given to answer the questions or to complete the statements that follow each passage. Write your answer on your Answer Sheet. Passage One As a wise man once said, we are all ultimately alone. But an increasing number of Europeans are choosing to be so at an ever earlier age. This isn’t the stuff of gloomy philosophical contemplations, but a fact of Europe’s new economic landscape, embraced by sociologists, real-estate developers and ad executives alike. The shift away from family life to solo lifestyle, observes a French sociologist, is part of the irresistible momentum of individualism over the last century. The communications revolution, the shift from a business culture of stability to one of mobility and the mass entry of women into the workforce have greatly wreaked havoc on Europeans’ private lives. Europe’s new economic climate has largely fostered the trend toward independence. The current generation of home-aloners came of age during Europe’s shift from social democracy to the sharper, more individualistic climate of American style capitalism. Raised in an era of privatization and increased consumer choice, today’s tech-savvy workers have embraced a free market in love as well as economics. Modern Europeans are rich enough to afford to live alone, and temperamentally independent enough to want to do so. Once upon a time, people who lived alone tended to be those on either side of marriage—twenty something professionals or widowed senior citizens. While pensioners, particularly elderly women, make up a large proportion of those living alone, the newest crop of singles are high earners in their 30s and 40s who increasingly view living alone as a lifestyle choice. Living alone was conceived to be negative—dark and cold, while being together suggested warmth and light. But then came along the idea of singles. They were young, beautiful, strong! Now, young people want to live alone. The booming economy means people are working harder than ever. And that doesn’t leave much room for relationships. Pimpi Arroyo, a 35-year-old composer who lives alone in a house in Paris, says he hasn’t got time to get lonely because has too much work. “I have deadlines which would make life with someone else fairly difficult”. Only an Ideal Woman would make him change his lifestyle, he says. Kaufmann, author of a recent book called “The Single Woman and Prince Charming”, thinks this fierce new individualism means that people expect more and more of mates, so relationships don’t last long—if they start at all. Eppendorf, a blond Berliner with a deep tan, teaches grade school in the mornings. In the afternoon she sunbathes or sleeps, resting up for going dancing. Just shy of 50, she says she’d never have wanted to do what her mother did—give up a career to raise a family. Instead, “I’ve always done what I wanted to do: live a self-determined life”. 1.More and more young Europeans remain single because A. they are driven by an overwhelming sense of individualism. B. they have entered the workforce at a much earlier age. C. they have embraced a business culture of stability. D. they are pessimistic about their economic future. 2.What is said about European society in the passage? A. It has fostered the trend towards small families. B. It is getting closer to American-style capitalism. C. It has limited consumer choice despite a free market. D. It is being threatened by irresistible privatization. 3.According to Paragraph 3, the newest group of singles are A. warm and lighthearted. B. on either side of marriage. C. negative and gloomy. D. healthy and wealthy. 4.The author quotes Eppendorf to show that A. some modern women prefer a life of individual freedom. B. the family is no longer the basic unit of society in present-day Europe. C. some professional people have too much work to do to feel lonely. D. Most Europeans conceive living a single life as unacceptable. 5.What is the author’s purpose in writing the passage?

重庆大学硕士研究生(英语)课程试卷 研究生B类

重庆大学全日制专业硕士研究生 《英语》课程试卷(B 类) 2015~2016 学年 第 二 学期(春) 开课学院:外国语学院 课程编号:G0401A 考试日期: 2016.06.19 考试方式: 考试时间: 120 分钟 硕士生B 类答题纸 英语班次:_______________ Answer Sheet Part I Reading Comprehension ( 40 points, each item 2points) Passage One 1. ( ) 2. ( ) 3. ( ) 4. ( ) 5. ( ) Passage Two 6. ( ) 7. ( ) 8. ( ) 9. ( ) 10. ( ) Passage Three 11. ( ) 12. ( ) 13. ( ) 14. ( ) 15. ( ) Passage Four 16. ( ) 17. ( ) 18. ( ) 19. ( ) 20. ( ) Part II Translation from English to Chinese ( 20 points) Part III Translation from Chinese to English ( 20 points ) Part IV Writing ( 20 points) (Please write your composition on the reverse side. 请写在背面) 命题(组题)人: 审题人: 命题时间:2016.06 研究生院制 学院 专业(领域) 类别 ( 学术 、专业 ) 学号 姓名 封 线 密

工程硕士研究生英语基础教程课后练习题1-4课

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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” (th at 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. 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