typically-潲
2010--Text 3
Over
the
past
decade,
many
companies
had
perfected
the
art
of
creating
automatic
behaviors
–
habits
–
among
consumers.
These
habits
have
helped
companies earn
billions of dollars when customers eat snacks or
wipe counters almost
without thinking,
often in response to a carefully designed set of
daily cues.
“There
are
fundamental
public
health
problems,
like
dirty
hands
instead
of
a
soap
habit,
that
remain
killers
only
because
we
can’t
figure
out
how
to
change
people’s
habits,”
said
Dr.
Curtis,
the
director
of
the
Hygiene
Center
at
the
London
School
of Hygiene & Tropical Medicine. “We wanted to
learn from private industry
how to
create new behaviors that happen
automatically.”
The
companies
that
Dr.
Curtis
turned
to
–
Procter
&
Gamble,
Colgate-Palmolive
and
Unilever
–
had
invested
hundreds
of
millions
of
dollars
finding
the
subtle
cues
in
consumers’
lives
that corporations
could
use
to
introduce
new routines.
If you look hard enough,
you’ll find that many of the products we
us
e every day
–
chewing gums, skin moisturizers, disinfecting
wipes, air fresheners, water purifiers,
health snacks, teeth whiteners, fabric
softeners, vitamins
–
are
results of manufactured
habits. A
century ago, few people regularly brushed their
teeth multiple times a day.
Today,
because of shrewd advertising and public health
campaigns, many Americans
habitually
give their pearly whites a cavity-preventing scrub
twice a day, often with
Colgate, Crest
or one of the other brands.
A
few
decades
ago,
many
people
didn’t
drink
water
outside
of
a
meal.
Then
beverage companies started bottling the
production of far-off springs, and now office
workers
unthinkingly
sip
bottled
water
all
day
long.
Chewing
gum,
once
bought
primarily by
adolescent
boys,
is
now featured in
commercials
as
a breath
freshener
and
teeth
cleanser
for
use
after
a
meal.
Skin
moisturizers
are
advertised
as
part
of
morning
beauty rituals, slipped in between hair brushing
and putting on makeup.
“Our products
succeed when they become part of daily or weekly
patterns,” said
Carol Berning, a
consumer psychologist who recently retired from
Procter & Gamble,
1
the
company
that
sold
$$76
billion
of
Tide,
Crest
and
other
products
last
year.
“Creating
positive
habits
is
a
huge
part
of
improving
our
consumers’
lives,
and
it’s
essential to making new products
commercially viable.”
Through
experiments
and
observation,
social
scientists
like
Dr.
Berning
have
learned that there is
power in tying certain behaviors to habitual cues
through ruthless
advertising.
As
this
new
science
of
habit
has
emerged,
controversies
have
erupted
when
the
tactics
have
been
used
to
sell
questionable
beauty
creams
or
unhealthy
foods.
31. According to Dr. Curtis, habits
like hand washing with soap
.
[A] should be further
cultivated
[B] should be changed gradually
[C] are deeply rooted in history
[D]
are basically private concerns
32.
Bottled water, chewing gum and skin moisturizers
are mentioned in Paragraph 5
so as to
.
[A] reveal their impact on
peop
le’s habits
[B] show the urgent need of daily
necessities
[C]
indicate their effect on people’s buying
power
[D] manifest the
significant role of good habits
3
3.
Which
of
the
following
does
NOT
belong
to
products
that
help
create
people’s
habits?
[A] Tide
[B] Crest
[C] Colgate
[D] Unilever
3
4.
From
the
text
we
know
that
some
of
consumers’
habits
are
developed
due
to
.
[A] perfected art of
products
[B] automatic behavior creation
[C] commercial
promotions
[D] scientific experiments
35.
The
author’s
attitude
toward
the
influence
of
advertisement
on
people’s
habits
is
.
[A] indifferent
[B] negative
[C] positive
[D] biased
2