首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
A key decision required of advertising managers is whether a "hard-sell" or "soft-sell" strategy is appropriate for a specific t
A key decision required of advertising managers is whether a "hard-sell" or "soft-sell" strategy is appropriate for a specific t
admin
2019-11-17
59
问题
A key decision required of advertising managers is whether a "hard-sell" or "soft-sell" strategy is appropriate for a specific target market. The hardsell approach involves the use of direct, forceful claims regarding the benefits of the advertised brand over competitors’ offerings. In contrast, the soft-sell approach involves the use of advertising claims that imply superiority more subtly.
One positive aspect of the hard-sell approach is its use of very simple and straightforward product claims presented as explicit conclusions, with little room for confusion regarding the advertiser’s message. However, some consumers may resent being told what to believe and some may distrust the message. Resentment and distrust often lead to counterargumentation and to boomerang effects where consumers come to believe conclusions diametrically opposed to conclusions endorsed in advertising claims. By contrast, the risk of boomerang effects is greatly reduced with soft-sell approaches. One way to implement the soft-sell approach is to provide information that implies the main conclusions the advertiser wants the consumer to draw, but leave the conclusions themselves unstated. Because consumers are invited to make up their own minds, implicit conclusions reduce the risk of resentment, distrust, and counterargumentation.
Recent research on consumer memory and judgment suggests another advantage of implicit conclusions. Beliefs or conclusions that are self-generated are more accessible from memory than beliefs from conclusions provided explicitly by other individuals, and thus have a greater impact on judgment and decision making. Moreover, self-generated beliefs are often perceived as more accurate and valid than the beliefs of others, because other individuals may be perceived as less knowledgeable, or may be perceived as manipulative or deliberately misleading.
Despite these advantages, implicit conclusions may not always be more effective than explicit conclusions. One risk is that some consumers may fail to draw their own conclusions and thus miss the point of the message. Inferential activity is likely only when consumers are motivated and able to engage in effortful cognitive processes. Another risk is that some consumers may draw conclusions other than the one intended. Even if inferential activity is likely there is no guarantee that consumers will follow the path provided by the advertiser. Finally, a third risk is that consumers may infer the intended conclusion but question the validity of their inference.
It can be inferred from the passage that the research mentioned in line 29 supports which of the following statements?
选项
A、Implicit conclusions are more likely to capture accurately the point of the advertiser’s message than are explicit conclusions.
B、Counterargumentation is less likely to occur if an individual’s beliefs or conclusions are readily accessible from memory.
C、The hard-sell approach results in conclusions that are more difficult for the consumer to recall than are conclusions resulting from the soft-sell approach.
D、When the beliefs of others are presented as definite and forceful claims, they are perceived to be as accurate as self-generated beliefs.
E、Despite the advantages of implicit conclusions, the hard-sell approach involves fewer risks for the advertiser than does the soft-sell approach.
答案
C
解析
Inference
The research this item refers to—research on consumer memory and judgment—indicates that beliefs are more memorable when they are self-generated and so matter when making judgments and decisions. Further, self-generated beliefs seem more believable to those who have them than beliefs that come from elsewhere.
A The fourth paragraph indicates that implicit conclusions are more likely to fail to replicate the advertiser’s message than explicit conclusions are.
B The research discussed in the passage does not address when counterargumentation is more or less likely to occur. Even though counterargumentation is a risk when consumers distrust the advertiser’s message—as they may do when harder-to-recall explicit conclusions are given—-it may be as much of a risk when consumers reach an implicit conclusion that is readily accessible from memory.
C Correct. The research indicates that it is easier for consumers to recall conclusions they have reached on their own—that is, the sorts of conclusions that are encouraged by the soft-sell approach—than conclusions that have been provided explicitly, as happens in the hard-sell approach.
D The research does not show that the forcefulness with which claims are presented increases perceptions of the accuracy of those claims. Indeed, it is most likely the opposite, as the forcefulness of others’ claims may make them seem even less related to any conclusions the consumer might generate for him- or herself.
E The research suggests that it is the soft- sell, not the hard-sell, approach that has fewer risks. The fourth paragraph indicates that there could be some risks to the implicit conclusions that consumers draw, but this is not part of the research in question.
The correct answer is C.
转载请注明原文地址:https://jikaoti.com/ti/96dYFFFM
本试题收录于:
GMAT VERBAL题库GMAT分类
0
GMAT VERBAL
GMAT
相关试题推荐
SpeakerA:Iwaswonderingwhetheryouneededanypart-timers(业余工).SpeakerB:______
Weshouldalwaysbearinmindthat______decisionsoftenresultinseriousconsequences.
SpeakerA:So,what’sthestatusofouradvertisingcampaign?SpeakerB:AsImentionedbefore,it’llbeanationalcampaignsta
Itseemslikeeverydaythere’ssomenewresearchaboutwhetherourfavoritedrinksaregoodforus.Oneday,sciencesaysagla
Itseemslikeeverydaythere’ssomenewresearchaboutwhetherourfavoritedrinksaregoodforus.Oneday,sciencesaysagla
Itseemslikeeverydaythere’ssomenewresearchaboutwhetherourfavoritedrinksaregoodforus.Oneday,sciencesaysagla
Atfirsttheinstituterefusedtopurchasethetelescope,butthisdecisionwas______revised.
Generallyspeaking,employersarelookingfortwothingsinjobapplicants:proofthatacandidatecanhandleaspecificjoband
Generallyspeaking,employersarelookingfortwothingsinjobapplicants:proofthatacandidatecanhandleaspecificjoband
随机试题
某药厂以本厂过期药品作为主原料,更改生产日期和批号生产出售。甲市乙县药监局以该厂违反《药品管理法》第49条第1款关于违法生产药品规定,决定没收药品并处罚款20万元。药厂不服向县政府申请复议,县政府依《药品管理法》第49条第3款关于生产劣药行为的规定,决定维
患者,女性,30岁。患胃溃疡6年,近2个月疼痛加重,节律不定,伴乏力,服用奥美拉唑等多种药物,效果差。查体:精神欠佳,浅表淋巴结无肿大,心肺(-),腹平软,上腹部压痛,可扪及包块。最可能的临床诊断是()。
A______(psychology)issomeonewhostudiesthehumanmind,humanemotionsandhumanbehavior.
四神丸的组成药物中含有()
下列选项中,不属于风能特点的是()。
Butthesuccessofscience,bothitsintellectualexcitementanditspracticalapplication,dependsupontheself-correctingcha
简述合同承受应具备的条件。
(2010上集管)在项目人力资源计划编制中,一般会涉及到组织结构图和职位描述。其中,根据组织现有的部门、单位或团队进行分解,把工作包和项目的活动列在负责的部门下面的图采用的是______。
Don’tdisturbme.I______lettersallmorningandhavewrittenfive.
PartⅡReadingComprehension(SkimmingandScanning)Directions:Inthispart,youwillhave15minutestogooverthepassageq
最新回复
(
0
)