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Today and every day we are the targets of salespeople, marketers, advertisers, fundraisers and politicians trying to persuade us to buy something, do something or think a certain way. Over the years, they've learned a lot about which features to build into a communication to increase its success. But, by concentrating on the message itself, they've missed a crucial component of the process. Research done in the last 15 years shows that the best persuasion is achieved through good pre-suasion: the practice of arranging for people to agree with a message before they know what's in it.

Pre-suasion works by focusing people's preliminary (开始的) attention on a selected concept—let's say softness—which encourages them to overvalue related opportunities that immediately follow. In one study, visitors to an online sofa store were sent to a site that illustrated either soft clouds or small coins in the background of its landing page. Those who saw the soft clouds were more likely to prefer soft, comfortable sofas for purchase, whereas those who saw the small amounts of money preferred inexpensive models.

A following study showed the pre-suasive mechanism. Subjects became three times more likely to help a researcher who "accidentally" dropped some items if, immediately before, they'd been exposed to images of figures standing together in a friendly pose. If this tripling of helpfulness doesn't seem remarkable enough, consider that the subjects were 18 months old—hardly able to reason or review or reflect.

Long before scientists started studying the process, a few notable communicators had an understanding of it.

In February 2015, the financial investor Warren Buffett had a problem. It was 50 years since he had taken control of Berkshire Hathaway Inc., guiding it to amazing levels of value, along with his brilliant partner Charlie Munger. Many investors were worried that, because Buffett and Munger were getting older, these levels couldn't be maintained in the future, perhaps making it time to sell Berkshire stock.

To respond to these concerns, Buffett wrote a letter to shareholders in which he described various reasons for confidence in Berkshire's continuing profitability. But, before the description of strengths, he declared with characteristic sincerity that what he was about to state was "what I would say to my family today if they asked me about Berkshire's future." The result was a flood of favorable reaction to the letter as well as a per-share increase for the year of nearly five times that of the S&P.

With considerable success, practitioners of social influence have always placed persuasive prods (刺激)—small gifts, emotional draw, last-chance opportunities- inside their appeals. Perhaps because of that success, they've mostly missed an accompanying truth. For maximum impact, it's not only what you do; it's also what you do just before you do what you do.

Passage outline	Supporting details
A 1. in communication	People often fail to realize the secret to 2. people doesn't lie in the message itself, but in the key moment before it is delivered.
Meaning of pre-suasion	It's a practice where people are made to 3. to a message before it is conveyed.
Studies about pre-suasion	●When it comes to buying sofas, customers' 4. is related to the background he saw before. ●With some 5. to friendly pictures, subjects are more likely to do others a 6..
A typical 7.	●8. Berkshire's success, investors intended to sell the stock, doubting continuing profitability. ●In the letter 9. to the concerns, Buffett got across what he would say to his family to investors, for which he got all credit.
Conclusion	Practitioners should keep in mind that pre-suasion can enhance the power of 10..

Answer

1.phenomenon

2.persuading

3.subscribe/consent

4.preference

5.exposure

6.favor/favour

7.example/case

8.Despite

9.responding

10.influence

【解析】

本文是一篇说明文。主要在介绍Pre-suasion原理，最好的说服是通过良好的预先说服来实现的：即安排人们在知道信息内容之前就同意信息，也就是我们说的先入为主。

1.信息整合题。根据第一段中的Today and every day we are the targets of salespeople, marketers, advertisers, fundraisers and politicians trying to persuade us to buy something, do something or think a certain way. Over the years, they've learned a lot about which features to build into a communication to increase its success.今天和每一天，我们都是销售人员、营销人员、广告商、筹款人员和政客的目标，他们试图说服我们买东西、做些什么或用某种方式思考。这些年来，他们已经了解了许多可以建立在沟通中以增加其成功的特征，可知本文第一段首先说明了商业交流中的一些“现象”， phenomenon “现象”，根据前面的冠词a可知此处要用名词单数。故填​phenomenon。

2.信息捕捉，词性转换题。根据第一段的内容Research done in the last 15 years shows that the best persuasion is achieved through good pre-suasion: the practice of arranging for people to agree with a message before they know what's in it. “过去15年的研究表明，最好的说服方法是通过良好的劝说来实现的：在人们知道信息内容之前，安排他们同意其中的内容。” 可知，人们常常不知道“说服”别人的秘诀不在于信息本身，而在于信息传递之前的关键时刻。介词to之后的动词“说服”要用动名词形式。故填​persuading 。

3.信息捕捉，词义转换题。根据第一段的内容the practice of arranging for people to agree with a message before they know what's in it. “在人们知道信息内容之前，安排他们同意其中的内容。”可知，先入为主，就是一种人们在信息被传递前被迫“同意”的做法。be made to之后要用动词原形。​subscribe to/consent to，动词短语，“赞同”。故填​subscribe/consent。

4.信息整合题。根据第二段的内容In one study, visitors to an online sofa store were sent to a site that illustrated either soft clouds or small coins in the background of its landing page. Those who saw the soft clouds were more likely to prefer soft, comfortable sofas for purchase, whereas those who saw the small amounts of money preferred inexpensive models. “在一项研究中，一个在线沙发商店的访问者被送到一个网站，该网站在其登陆页面的背景中展示了软云或小硬币。那些看到软云的人更倾向于购买柔软舒适的沙发，而那些看到少量钱的人更倾向于便宜的型号。”可知，说到买沙发，顾客的“喜好”与他以前看到的背景有关。 名词所有格customers'之后要用名词；preference，不可数名词，“喜好，偏好”。故填​preference。

5.信息捕捉，词义转换题。根据第二段的内容 In one study, visitors to an online sofa store were sent to a site that illustrated either soft clouds or small coins in the background of its landing page. Those who saw the soft clouds were more likely to prefer soft, comfortable sofas for purchase, whereas those who saw the small amounts of money preferred inexpensive models.“在一项研究中，一个在线沙发商店的访问者被送到一个网站，该网站在其登陆页面的背景中展示了软云或小硬币。那些看到软云的人更倾向于购买柔软舒适的沙发，而那些看到少量钱的人更倾向于便宜的型号。”可知，当“面对”一些友好的图片时，被研究对象更倾向于对别人表示“赞同”。some之后要用名词，​exposure to，“面临，曝光于”。故填​exposure。

6.信息捕捉，词义转换题。根据第二段的内容 In one study, visitors to an online sofa store were sent to a site that illustrated either soft clouds or small coins in the background of its landing page. Those who saw the soft clouds were more likely to prefer soft, comfortable sofas for purchase, whereas those who saw the small amounts of money preferred inexpensive models. “在一项研究中，一个在线沙发商店的访问者被送到一个网站，该网站在其登陆页面的背景中展示了软云或小硬币。那些看到软云的人更倾向于购买柔软舒适的沙发，而那些看到少量钱的人更倾向于便宜的型号。”可知，当“面对”一些友好的图片时，被研究对象更倾向于对别人表示“赞同”。do sb. a ​favor/favour，固定短语，“帮某人一个忙”，就是说“赞同”了对方的暗示。故填​favor/favour。

7.信息整合题。第五六段以Buffett的Berkshire公司的股票持有量的升降为例，说明先入为主的理论。因此此处的意思是：一个典型的“事例”。example/case，名词，“事例，例子”。根据前面的冠词a可知此处​example/case要用单数。故填​example/case。

8.信息整合题。根据第五段的内容It was 50 years since he had taken control of Berkshire Hathaway Inc., guiding it to amazing levels of value, along with his brilliant partner Charlie Munger. Many investors were worried that, because Buffett and Munger were getting older, these levels couldn't be maintained in the future, perhaps making it time to sell Berkshire stock. “自从巴菲特控制伯克希尔-哈撒韦公司，并将其价值引导到惊人的水平以来，50年过去了。许多投资者担心，由于巴菲特和芒格的年龄越来越大，这些水平在未来无法维持，或许是时候卖掉伯克希尔的股票了。”可知，“尽管”伯克希尔公司取得了成功，但投资者仍打算出售该公司的股票，对其持续盈利能力表示怀疑。​despite，介词，“尽管”。故填​Despite。

9.信息捕捉，词性转换题。根据第六段的内容To respond to these concerns, Buffett wrote a letter to shareholders in which he described various reasons for confidence in Berkshire's continuing profitability.“为了回应这些担忧，巴菲特给股东写了一封信，描述了对伯克希尔持续盈利能力充满信心的各种原因。”可知，在“回应”这些担忧的信中，巴菲特向投资者表达了他的看法，并因此获得了所有的信任。句中 (9) to the concerns作定语，和letter是主动关系，respond“回应”要用现在分词，故填​responding。

10.信息捕捉题。根据最后一段的With considerable success, practitioners of social influence have always placed persuasive prods—small gifts, emotional draw, last-chance opportunities-inside their appeals.“具有相当成功的社会影响力的从业人员总是在他们的诉求中放置有说服力的东西——小礼物、情感吸引、最后机会。”可知，从业人员要记住，先入为主可以增强影响力。介词of之后要用名词，​influence，不可数名词，“影响”。故填​influence。