Question

    Researchers find that in new product design, connecting with users’ heart, rather than their head, can lead to more original and creative outcomes.

Developing original and _______ products is critical to a company’s long-term success. Thus, understanding what influences originality can have important and potentially _______ consequences for businesses. Ravi Mehta, a professor of business administration, shows that adopting a(n) _______ that imagines how the user would feel while using a product leads designers to experience greater empathy（同感）, which _______ creativity and, in turn, outcome originality for new product design.

There are two ways that the product designer can _______ the consumer’s product usage. One focuses on objective use of the product—how consumers might use the product, that is, an “objective –imagination” approach. The other focuses on feelings—how the product makes the consumer feel, a “feelings-imagination” approach.

Consumers always want to have new products that solve problems more efficiently and at a less cost. So product designers _______ this trap of being very objective in focusing on the use of a product. That’s important, but the _______ of usage can only attract consumers in some ways._______, the feelings-imagination approach leads designers to experience greater empathy, which makes them more _______ to the consumers’ ideas. This leads to greater outcome originality. Mehta said, “when you imagine consumers and focus on their feelings, that’s powerful and will lead to something much more innovative than only focusing on a product’s usage.” The research shows that a feelings-based approach is _______ to the commonly used objective-based approach, the researchers wrote. It not only helps product designers build a better product, but it also helps them create more innovative products.

The implications of the findings extend to everyday consumers, who now play a role in shaping companies’ design. Mehta said, “Marketers are increasingly _______ consumers for new product ideas.”_______, there was a very successful campaign a few years ago that focused on getting consumers to create a new potato chip flavor.

The experiments demonstrated a _______effect of adopting a feelings-imagination approach. That suggests that these designers may _______ imagining users’ feelings. In this way, designers can develop products that could _______ to the masses. Companies can easily adopt this process and promote feelings-imagination exercises through their websites or social media.

1.A.primary B.innovative C.natural D.domestic

2.A.temporary B.slight C.indefinite D.profitable

3.A.policy B.proposal C.approach D.standard

4.A.enhances B.exhibits C.illustrates D.explores

5.A.recommend B.extend C.exploit D.imagine

6.A.fall apart B.figure out C.fall into D.turn into

7.A.originality B.objectivity C.creativity D.flexibility

8.A.In conclusion B.In addition C.As a result D.By contrast

9.A.open B.harmful C.resistant D.equal

10.A.evident B.superior C.relevant D.alert

11.A.joining in B.applying to C.turning to D.taking in

12.A.In reality B.In other words C.What’s more D.For example

13.A.dramatic B.positive C.negative D.serious

14.A.depend on B.benefit from C.contribute to D.involve in

15.A.appeal B.refer C.adapt D.commit

Answer

1.B

2.D

3.C

4.A

5.D

6.C

7.B

8.D

9.A

10.B

11.C

12.D

13.B

14.B

15.A

【解析】

这是一篇说明文。研究人员发现，在新产品设计中，与用户的心灵而不是他们的头脑相联系，可以带来更多原创和创造性的结果。文中提到两种方法，一种是“客观-想象”方法，另一种是“感觉-想象”的方法。实验证明了采用感觉-想象方法的效果，设计师可以开发出能够吸引大众的产品。

1.考查形容词辨析。句意：开发原创和创新的产品对一个公司的长期成功至关重要。A. primary 初级的；B. innovative 创新的；C. natural 自然的；D. domestic 国内的。根据下文的in turn, outcome originality for new product design.可知，此处用new的同义词。故选B。

2.考查形容词辨析。句意：因此，了解是什么影响了原创性可以对企业产生重要和潜在的盈利结果。A. temporary暂时的；B. slight 轻微的；C. indefinite 不确定的；D. profitable 有益的，有利可图的。根据下文中提到更少的成本，更大的结果可知，此处是指好处。故选D。

3.考查名词辨析。句意：企业管理学教授拉维•梅塔(Ravi Mehta)表示，采用一种方法，想象用户在使用产品时的感受，会让设计师产生更大的同理心，从而增强创造力，进而为新产品设计带来原创。A. policy 政策；B. proposal 建议；C. approach 方法；D. standard 标准。根据下文的There are two ways that the product designer can 可知，此处是采用一种方法。故选C。

4.考查动词辨析。句意同上。A. enhances提高；B. exhibits展览；C. illustrates说明；D. explores 探索。根据上一句的using a product leads designers to experience greater empathy,可知，会增强创造力。故选A。

5.考查动词辨析。句意：产品设计者有两种方法来想象消费者的产品使用情况。A. recommend推荐；B. extend延伸；C. exploit开发；D. imagine 想象。根据下文的that is, an “objective –imagination” approach. 可知，此处用imagine。故选D。

6.考查动词短语辨析。句意：因此，产品设计师在关注产品的使用时，会陷入一个非常客观的陷阱。A. fall apart 崩溃；B. figure out明白；C. fall into 陷入；D. turn into 变成。根据下文的the feelings-imagination approach leads designers to experience greater empathy, which makes them more ___9___ to the consumers’ ideas. 可知，关注产品的使用会让他们陷入陷阱。故选C。

7.考查名词辨析。句意：这很重要，但客观的使用只能在某些方面吸引消费者。A. originality B. objectivity C. creativity D. flexibility 根据上文提到的“objective –imagination” approach. 及本句句意可知，此处是指客观的使用。故选B。

8.考查介词短语辨析。句意：感觉-想象的方法使设计师体验到更大的同理心，这使他们对消费者的想法更开放。A. In conclusion 总之；B. In addition 此外；C. As a result 结果；D. By contrast 相比之下。文章提到了两种方法，上文说到了一种，本句是介绍第二种，因此，By contrast 衔接上下文。故选D。

9.考查形容词辨析。句意同上。 A. open 开放的；B. harmful有害的；C. resistant 抵抗的；D. equal 平等的。结合上文对客观想象的评价接but the ___7___ of usage can only attract consumers in some ways可知，此处是指感觉想象更开放。故选A。

10.考查形容词辨析。句意：研究表明，基于感觉的方法比基于目标的方法更有效。A. evident 明显的；B. superior出众的；C. relevant相关的；D. alert 警惕的。根据下文的It not only helps product designers build a better product, but it also helps them create more innovative products.可知，感觉的方法比基于目标的方法更有效。故选B。

11.考查动词短语辨析。句意：梅塔说，营销人员越来越多地向消费者寻求新产品创意。A. joining in 加入；B. applying to应用；C. turning to转向；D. taking in 吸收。根据下文的there was a very successful campaign a few years ago that focused on getting consumers to create a new potato chip flavor. 可知，现在很多营销人员转向消费者去寻找创意。故选C。

12.考查短语辨析。句意：几年前有一个非常成功的活动，重点是让消费者创造一种新的薯片口味。A. In reality实际上；B. In other words换句话说；C. What’s more 更重要的是；D. For example 例如。根据上文说营销人员越来越多地向消费者寻求新产品创意可知，此处提到薯片是举的一个例子。故选D。

13.考查形容词辨析。句意：实验证明了采用感觉-想象方法的积极效果。A. dramatic 戏剧的；B. positive 积极的；C. negative消极的；D. serious 严重的。结合上文指出感觉想象是很好的方法，根据下文的In this way, designers can develop products that could ___15___ to the masses. 可知，这种方法是有积极的效果的。故选B。

14.考查动词短语辨析。句意：这表明，这些设计师可以从想象用户的感受中获益。A. depend on 依靠；B. benefit from 从……中受益；C. contribute to 有助于；D. involve in 涉及。文中指出感觉想象效果很好，根据上文的The experiments demonstrated a ___13___effect of adopting a feelings-imagination approach. 可知，设计师从中受益。故选B。

15.考查动词辨析。句意：通过这种方式，设计师可以开发出能够吸引大众的产品。A. appeal吸引；B. refer涉及；C. adapt 适应；D. commit 承诺。上文中指出感觉-想象的方法使设计师体验到更大的同理心，这使他们对消费者的想法更开放。由此可知，这种方法更能吸引大众。appeal to吸引。故选A。