SECTION 1 Questions 1–5 12 The speaker says that in the past, this subject

Complete the form below. A caused problems in the workplace.

Write NO MORE THAN TWO WORDS AND/OR A NUMBER for each answer. B was not something companies focused on.
INTERVIEW – DETAILS OF SUBJECT C did not need to be addressed
Age group: 25 – 34 13 The speaker mentions a connection between health and fitness and
Length of time living in city: 1…………………… A keeping employees.
Previous home: 2…………………… B employees’ performance.
Occupation: 3…………………… C a company’s reputation.
Area of city: 4…………………… 14 What does the speaker say about the people attending the conference?
Postcode: 5…………………… A Some of them may feel that there is not much they can learn.
B All of them have attended the conference before.
Questions 6–10 Choose the correct letter, A, B or C. C Most of them are familiar with the speakers.
6 What does the man say about public transport? 15 The speaker says that in the sessions, participants will
A He doesn’t like using it. A work together in pairs.
B He seldom uses it. B pretend to have various roles.
C He has stopped using it. C describe real events.
7 What does the man say about sport in the city?
A Some facilities are better than others. Questions 16–20 Label the map below.
B He intends to do more of it in the future. Write the correct letter, A–H, next to questions 16–20.
C Someone recommended a place to him before he came. 16 Setting Up a Fitness Centre
8 What does the man say about entertainment? 17 Healthy Eating Schemes
A He doesn’t have much time for it. 18 Transport Initiatives
B There is a very wide range of it. 19 Running Sports Teams
C It is the best aspect of life in the city. 20 Conference Coordinator’s Office
9 What does the man say about litter?
A There is less of it than he had expected.
B Not enough is done about the problem.
C His home town has more of it.
10 What does the man say about crime in the city?
A The police deal with it very efficiently.
B It is something that worries him.
C He doesn’t know how much of it there is.

SECTION 2 Questions 11–15 Choose the correct letter, A, B or C

11 The speaker says that the conference includes issues which
A were requested by participants.
B are seldom discussed.
C cause disagreement.
SECTION 3
Questions 21–24 Choose TWO letters, A–E. SECTION 4
Questions 21–22 Questions 31–35
Which TWO areas of work did Beth include in her dissertation? Write ONE OR TWO WORDS for each answer.
A retail Blogs and the History of Blogging
B banking A blog can perhaps be best described as a website that consists of a kind of
C call centres journal that is regularly updated. Blogs cover a very wide variety of topics and
D tourism many of them are personal diaries.
E translation
Questions 23–24 Blogs are usually not 31……………………………. because they have
Which TWO aspects of the dissertation were impressive, according to the tutor? interactive elements, which may lead to friendships or even
A summary of academic research
B analysis of videos 32……………………………. relationships between people.
C observation of live interactions The first ‘blog’ was probably created in 1994 by a student and he called it his
D interviews
E analysis of data on the outcomes ‘33…………………………….’. Similar websites were then created and these
included both links and 34…………………………….
Questions 25–28
Which comments do the speakers make about each section of the dissertation? In 1999, someone changed the term used for these websites by creating the
Sections of Dissertation phrase ‘35…………………………….’, and therefore invented the term ‘blog’.
25 Dealing with Complaints
26 Collaborating with Colleagues Questions 36–40
27 Interacting with Managers Write ONE WORD ONLY for each answer.
28 Giving Instructions Blogging Workflow – Advice
A There is not enough evidence. Decide what the 36……………………………. of your posts will be.
B The conclusion is confusing. Do some reading before starting a post.
C It highlights a real problem. As you compose the post, keep a record of 37……….………. and links.
D It is particularly well organised. After creating the post, add some tags to it to improve searchability.
E There are too many examples. Use social networking sites to 38……………………. A post you think is
F It includes new ideas outstanding.
Look at the 39……………………………. relating to the post.
Questions 29–30 Answer the question below. Don’t simply say 40……………………………. to people who have responded to
Write NO MORE THAN TWO WORDS for each answer. your post.
Which TWO aspects of communication does Beth emphasise in her conclusion?
29……………………………..
30…………………………….
READING PASSAGE 1 because it requires some effort from them. Essentially, people only engage in
How consumers decide effort- demanding systematic processing when the situation justifies it, for example
Professor John Maule from the University of Leeds describes new research when they are not tired or distracted and when the purchase is important to them.
into the way that consumers choose a product. Second, people have an upper limit to the amount of information they can absorb.
Understanding consumers If we present too much, therefore, they will become confused. This, in turn, is likely
Consumers are creatures of habit: they buy the same products time and time to lead them to disengage and choose something else.
again, and such is their familiarity with big brands and the colours and logos that Third, people often lack the knowledge or experience needed, so will not be able to
represent them, that they can register a brand they like with barely any conscious deal with things they do not already understand, such as the ingredients of food
thought process. The packaging of consumer products is, therefore, a crucial products, for example.
vehicle for delivering the brand and the product into our shopping baskets. And fourth, people vary in the extent to which they enjoy thinking. Our research
Having said this, understanding how consumers make decisions, and the crucial has differentiated between people with a high need for thinking - who routinely
role of packaging in this process has been a neglected area of research so far. engage in analytical thinking - and those low in the need for cognition, who prefer
This is surprising given that organisations invest huge amounts of money in to use very simple forms of thinking.
developing packaging that they believe is effective - especially at the retail level. Effectiveness varies
Our Centre for Decision Research at Leeds University's Business School, in This work has an important impact on packaging in that what makes packaging
collaboration with Faraday Packaging, is now undertaking work in this area. It has effective is likely to vary according to the type of processing strategy that
already led to some important findings that challenge the ways in which consumers use when choosing between products. You need to understand how
organisations think about consumer choice. consumers are selecting your products if you are to develop packaging that is
The research has focused on two fundamental types of thinking. On the one hand, relevant. Furthermore, testing the effectiveness of your packaging can be
there's 'heuristic processing', which involves very shallow thought and is based on ineffective if the methods you are employing concern one form of thinking (e.g. a
very simple rules: 1) buy what you recognize, 2) choose what you did last time, or focus group involving analytical thinking) but your consumers are purchasing in the
3) choose what a trusted source suggests. This requires comparatively little effort, other mode (i.e. the heuristic, shallow form of thinking).
and involves looking at - and thinking about - only a small amount of the product For the packaging industry, it is important that retailers identify their key goals.
information and packaging. One can do this with little or no conscious thought. Sustaining a consumer's commitment to a product may involve packaging that is
On the other hand, 'systematic processing' involves much deeper levels of thought. distinctive at the heuristic level (if the consumers can recognize the product they
When people choose goods in this way, they engage in quite detailed analytical will buy it) but without encouraging consumers to engage in systematic processing
thinking - taking account of the product information, including its price, its (prompting deeper level thinking that would include making comparisons with other
perceived quality and so on. This form of thinking, which is both analytical and products).
conscious, involves much more mental effort. Conversely, getting consumers to change brands may involve developing
The role of packaging is likely to be very different for each of these types of packaging that includes information that does stimulate systematic processing and
decision making. Under heuristic processing, for example, consumers may simply thus encourages consumers to challenge their usual choice of product. Our work is
need to be able to distinguish the pack from those of competitors since they are investigating these issues, and the implications they have for developing effective
choosing on the basis of what they usually do. Under these circumstances, the packaging.
simple perceptual features of the pack may be critical - so that we can quickly
discriminate what we choose from the other products on offer. Under systematic Questions 1-6 Do the following statements agree with the information given in the
processing, however, product-related information may be more important, so the Reading Passage? Write answers in your answer sheet write:
pack has to provide this in an easily identifiable form. TRUE if the statement agrees with the information
Comparing competition FALSE if the statement contradicts the information
Consumers will want to be able to compare the product with its competitors, so NOT GIVEN if there is no information on this
that theycan determine which option is better for them. A crucial role of packaging 1 Little research has been done on the link between packaging and consumers
in this situation is to communicate the characteristics of the product, highlighting its choosing a product.
advantages over possible competitors. 2 A person who buys what another person recommends is using heuristic thinking.
So, when are people likely to use a particular type of thinking? First, we know that 3 Heuristic processing requires more energy than systematic processing.
people are cognitive misers; in other words, they are economical with their thinking 4 The concept of heuristic processing was thought up by Dr Maule's team.
5 A consumer who considers how much a product costs, is using systematic question by examining the connections between sport and social class, gender,
processing. violence, commercialism, race and even our sense of national identity.
6 For heuristic processing, packaging must be similar to other products. The British at Play explains these complex issues simply and straightforwardly. For
example, it highlights the way in which sport contributes to the creation of 'in
Questions 7-8 Choose the correct answer A, B, C or D and write the answers in groups', most notably the supporters of particular football teams. Such informal
your answer sheet. associations define themselves by their loyalty to their own group and opposition to
7. When trying to determine how effective packaging is, testing can be made others, the 'out groups', and in an extreme form, this opposition leads to the
'ineffective' if phenomenon of football hooliganism. The author handles the issue well, showing
A. you rely upon a very narrow focus group. what is wrong with the well- known stereotypes of soccer hooligans. He argues
B. your consumers use only heuristic thinking. that media coverage of fan behaviour helps to create a climate in which
C. the chosen consumers use only shallow thinking. hooliganism occurs. And when trouble does break out, the media sensationalises
D. your tests do not match the consumers' thinking type. and exaggerates it, with the result that an atmosphere of panic builds up in the
8. If a retailer wants consumers to change brands their packaging needs to be country.
A. informative. Several of the topics relate to social changes in Britain in recent decades. Women
B. distinctive. are entering fields of activity which would have been closed to them just a
C. familiar. generation ago - as football commentators, producers of sports programmes for
D. colourful. radio and television, editors of sports magazines. This greater visibility of women
highlights the weakening of the traditional view that sport is mainly for men.
Questions 9-13 Complete the summary below. The worldwide health-and-fitness boom has to some extent been driven by our
Write NO MORE THAN TWO WORDS for each answer. growing wish to have a ‘perfect’ body shape. And that desire has been
For consumers who want to compare products, it is important that your packaging encouraged, if not created, by the emphasis in sport on images of 'ideal' male and
stresses the 9 __________ of your product. We know that people only use female bodies.
systematic processing if the 10 _________ makes it necessary or desirable. We Sport fits in well with the global TV world of beautiful and perfectly muscled young
also know that too much 11 __________ could make consumers choose another people, exercising or playing sports, dressed in the latest fashionable sports gear.
product. Furthermore, consumers may not fully understand details such as the Sport images in the media do not depend on the written word, just on strong
12__________ of a product. While some people like using systematic processing, images, reaching out directly to the emotions of the viewer - the perfect medium for
others like to think in a 13__________ way. advertisers. So sport becomes big money, attracting more and more commercial
interest and investment. Some international TV companies depend on the
PASSAGE 2. popularity of sport for their survival. Football clubs turn themselves into
A review of Nigel Townson's The British at Play businesses, raising money by selling merchandise and by selling their shares on
An estimated three million Britons take part in some sort of sporting activity every the stock market.
week. Globally, around four billion people - over half the world's entire population - The British at Play is an excellent work, of great value and interest to a wide range
watch at least part of major events like the Olympic Games. Sport is big business. of audiences, but if I have one criticism of it, it is this: despite its title, the book is
In fact, it is the UK's 11th largest industry, employing over 400,000 people. not about play. It does not ask the most basic question of all - why do people do
But these figures don't get to the heart of the social power and significance of sport sport? Why is it so popular? The book did not, for me, go far enough in transmitting
in the modern world. It is a powerful social force in Britain, as in many other the power, the energy, the passion, the emotion and the joy of sport. The social
cultures. Friends and colleagues regularly discuss sport, and it is one of relatively power of sport ultimately rests on this psychological and physical appeal - the way
few topics that are acceptable when initiating social interaction with strangers. it involves the whole person, the way in which it allows us to play.
Expressions from sport have passed into general use: we talk about 'team players'
in situations that have nothing to do with sport, and the word 'goal', meaning an Questions 14-21 Complete the summary below.
objective, probably evolved from its meaning in sport. Choose NO MORE THAN TWO WORDS AND/OR A NUMBER from the passage
Why is sport so important in society? The British at Play - a Social History of British for each answer.
Sport from 1600 to the Present, by Nigel Townson, sets out to answer that Sport is of major importance around the world, with around 14 ……………
participants in the UK. It has great social significance. Unlike many other subjects,
it is sometimes used to start conversations between 15 …………… , and it is the humans as pre-eminently rational beings who could be held responsible for their
source of a number of everyday 16 …………… . actions and awarded blame or praise accordingly.
The writer examines the way in which groups are formed whose members show Crucially, perception of the present depends on rich, though of course not always
17…………… to each other. Their 18 …………… to ‘out groups’ can lead to
correct or appropriate, knowledge from the past. We interpret sense data (what we
violence. The writer rejects the common 19 …………… that are used to describe
football hooligans. Instead, he focuses on 20 …………… in the media, and shows hear, touch, taste, see and smell) from the present according to what we already
how this can create a public sense of 21 …………… . know. This raises the question: if we see the present through memory, why aren’t
past and present confused? The pioneering Russian neurologist Alexander Luria
Questions 22-26 described the case of Mr. S, who had a remarkable memory. However, he was
Complete each sentence with the correct ending A-G from the box below. prone to just such confusions, for example mistaking seeing his clock for
22 The change in personnel in sports activities remembering it, and so failing to get up in the morning. This suggests that perhaps
23 Growing interest in health and fitness
an important function of perception is to underline the present. Individual
24 Advertising related to sport
25 The greater role of business in sport perceptions have a vividness that is rare for memories, which might be how we are
26 The only weakness of The British at Play able to separate them. Try this: look at something for a few seconds, and then shut
A is unlikely to continue in the same form. your eyes and visualize it in memory. You will almost certainly find that the
B lies in how the appeal of sport is explained. memory is pale by comparison with the perception. Perhaps this is why past and
C shows that sport is no longer seen as a mainly masculine activity. present are not normally confused, Luria’s Mr S had exceptionally vivid memories,
D makes considerable use of pictures of sportsmen and women. and rich synesthesia (experiencing perceptions from another sense as well as the
E has resulted in large salaries for players.
one being stimulated, such as musical motes experienced as colours), which may
F is partly caused by a focus on the physical characteristics of sportsmen and
women. be why he confused seeing with having seen.
G has led to changes in the activities of some football clubs. The complexity of processes involved in how we see first impressed itself on me
45 years ago. With my colleague Jean Wallace, I studied the rare case of Sydney
READING PASSAGE 3 Bradford, a man who had been born blind but, through a corneal graft at the age of
The strange world of sight 52, suddenly found himself able to see. Almost immediately after the operation he
Seeing is believing, it is said. But, asks Richard Gregory, could it be the other
was able to “see” but he could only see those things that he already knew about,
way round?
having experienced them through touch. It was his touch memories that enabled
Two of the great British men of the 17th century, the philosopher John Locke and
him to perceive them with his eyes. When Bradford was first taken to the zoo, he
the physicist Isaac Newton, were both aware that objects are not coloured, and
proved utterly unable to see an elephant as he had no knowledge to make sense
that against all appearances light is not coloured either. This is still not generally
of his perceptions.
recognized even now, 400 years later, because it seems so implausible. Yet it tells
The more recent case in California of Mike May, who was also born blind, is
us something very important – that perceptions are not identical with what we
similar. Since his operation, his sight has gradually improved as he learns to see,
perceive, and may be very different.
for example, by understanding how shadows represent depth and tell us about the
The most accurate historical account of perception is that of the 19th-century
shape of things. Some of the consequences of May’s new-found vision were less
German scientist Hermann von Helmholtz. However, it was ridiculed at the time.
happy. He had been a champion blind skier, but following the operation, he would
Von Helmholtz thought that perceptions are unconscious inferences we make
have to shut his eyes while skiing to block out what he now found was a terrifying
based on a combination of clues provided by the eyes and other senses, and
sight.
knowledge of the world. This idea of unconscious inference for perception
But acceptance of this intimate connection between memory and perception, even
preceded, by several years, the psychoanalyst Freud’s notion of the unconscious,
though it was first noticed in the 17th century, has been slow in brain science.
which was also initially treated with derision because it undermined the notion of
Despite the fact that state-of-the-art brain imaging shows that perception animates
parts of the brain associated with both present information and memory, most B Learning to see as an adult can be a time-consuming process.
research on memory and perception is still undertaken as if these were separate C Science is failing to devote enough attention to sight.
processes. Seeing used to be thought of as taking place only in the eyes, and in D Human perception is remarkably reliable.
quite specialized brain regions: but now it seems that half the brain is occupied
Questions 31-36
with seeing, requiring a lot of energy. Perhaps this is why we shut our eyes for a Do the following statements agree with the views of the writer in Reading Passage
rest. 3? In boxes 31-36 on your answer sheet, write
It is not just extreme cases like Mike May, but also much more common errors of YES - if the statement agrees with the views of the writer
seeing – illusions – that can reveal the crucial role of memory in governing what NO - if the statement contradicts the views of the writer
we (think we) see. Perception depends on specific knowledge and probabilities. NOT GIVEN - if it is impossible to say what the writer thinks about this
Our brains calculate the likelihood of what is out there, and when too far-fetched, 31 Sydney Bradford relied on relied on recollections of objects he had been told
about to help him see after his operation.
perceptions are rejected.
32 People who only start to see as adults can learn to see as other people do in
A dramatic and discomforting example is looking at the two sides of a face-mask. time.
From the front it is a convex shape with the nose sticking out. Then if the mask is 33 People who have gained their sights as adults find certain activities harder to do
rotated, the back of the mask will be seen as convex, though we know that it must than before.
be concave. It is almost, if not quite, impossible to sketch the back of a hollow 34 It is evident now that sight involves the eyes and one particular area of the
mask to look as it is – hollow. Science often learns from what does not happen: brain.
people not seeing a hollow face as hollow is the most revealing experiment on 35 The mask experiment is particularly useful in training people who are regaining
their sight.
perception. The unsettling truth from brain science is that even people with no
36 People with perfect vision can fail to interpret objects correctly under certain
visual impairment see what, at some level, they expect to see, and often miss circumstances.
things as they really are.
Questions 37-40 Complete the summary using the list of words, A-J, below. Write
Questions 27-30 the correct letter, A-J, in boxes 37-40 on your answer sheet.
Choose the correct letter, A, B, C, or D. The mask experiment
27. Why does the writer refer to Locke and Newton in the first paragraph? In this experiment, having looked at the front of a simple face-mask, subjects look
A to indicate that his article will cover several scientific fields at the reverse. However, the subjects are convinced that they are still looking at a
B to stress how much physics has changed in 400 years mask which is 37….. in shape. They believe that the 38….. is poking out in the
C to persuade the reader to take him seriously normal manner because that is what they are used to seeing. Attempting to make
D to point out that his notions are not new a 39….. of the mask in this orientation leads to the same problem. The subjects fail
28. According to the writer, why was Freud’s theory of the unconscious to see a concave form because of the 40….. they have that the features of a face
mocked? stick out.
A It was too complex for his contemporaries to understand. A back
B It involved criticism of the way people behaved in society. B brain
C People felt that it devalued the accepted concept of humanity. C view
D People assumed that it was intended as a joke. D convex
29. The writer describes Mr S failing to get up in order to demonstrate F nose
A how realistic most people’s memories are I drawing
B how hard it is to tell dreaming and waking apart G round
C how unusual it is to mistake a perception for a memory J preconception
D how valuable knowledge of the past can be E sight
30. What point is the writer making in the text as a whole? H hollow
A Perception involves much more than the data collected by the yes.