考研英语阅读例题：TheMarmiteeffect酵母效应

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1、TheMarmiteeffect酵付效应[2010.09.23]TheEconomistMarketsthatcatertomigrants,whetherfromadifferentpartofthecountryorfromfar-flungcomersoftheglobe,arenotjustgreatforgourmands・Theyarealsotestamenttothefactthatpeopleoftenretainverystrongpreferencesforthekindsoffoodtheygrewupeatin

2、g.JustasktheexpatriateBritonswhoflockto“TeaandSympathy”inNewYorkesGreenwichVillageforpotsofMarmite,ayeast-basedspreadwhosedelightsbaffleothernationalities(andmanyoftheirowncompatriots).Suchnostalgiaisthemostobviousexampleoftheinfluenceexertedbyloyaltytothebrandsofyouryou

3、th・AnewstudybyeconomistsfromtheuniversitiesofTilburgandChicago*trackstheconsumptionpatternsofAmericanhouseholdsovertwoyearsandfindsstrikingevideneethatsuchloyaltyiswidespread,deepandlong-lasting・Pastresearchhasshownthatpeopleareoftenwillingtopaymuchmoreforafavouredbrandt

4、hanforseeminglyidenticalalternatives.Itisnotalwaysobviouswhy.Forinstance,peopleroutinelyexpressastronglikingforabrandthattheyareunabletotellapartfromrivalsinblindtests.Andmanystudieshavefoundthatadvertisingalonecannotexplainthestrengthofbrandloyalty.Soitseemsplausibletha

5、taperson'spastmayplayarole.SomeonewhospenttheirformativeyearsinMassachusetts,say,mayalwayshankerforSamuelAdams,alocalbee匚Thenewstudyfindsacleverwaytotestthisidea・Theresearchershaddataonthepurchasesof238kindsofpackagedgoodsby3&000Americanfamiliesbetween2006and2008.Foreach

6、ofthegoodsinquestion,thedataallowedthemtocalculatetheshareofthemost-preferredbrandasafractionofthepurchasesofthetwoleadingbrands.Differentregionsshowedalotofvariation:therewereclearlocalpatternsinconsumption,althoughthesamebrandswereavailableeveiywhere・Ifthisisgenerallyt

7、rue,ithasimportantimplications.Foronething,thebenefitsofbeingthefirstbrandintoamarketcouldlastlongerthanmightbeassumed.ButDavidAtkinofYaleUniversitysuggestsinanothernewpaper**thattheeffectsofhabitformationinconsumptionmayalsoleadeconomiststorethinkthewaytheycalculatetheg

8、ainsfromtrade・Thisisbecauseopeninguptotradeisinsomewaysakintomigrating.Itchangesthecompositionandprices