Question

Which of the following best describes the purpose of the sentence in lines 10–15?

• A. To show that economic signaling theory fails to explain a finding
• B. To introduce a distinction not accounted for by economic signaling theory
• C. To account for an exception to a generalization suggested by Marquardt and McGann
• D. To explain why Marquardt and McGann’s research was conducted
• E. To offer an explanation for an observation reported by Marquardt and McGann
• A. present findings that contradict one explanation for the effects of a particular advertising practice
• B. argue that theoretical explanations about the effects of a particular advertising practice are of limited value without empirical evidence
• C. discuss how and why particular advertising practices may affect consumers’ perceptions
• D. contrast the research methods used in two different studies of a particular advertising practice
• J. explain why a finding about consumer responses to a particular advertising practice was unexpected
• A. Those expectations are likely to be highest if a manufacturer runs both black-and-white and color advertisements for the same product.
• B. Those expectations can be shaped by the presence of color in an advertisement as well as by the frequency with which an advertisement appears.
• C. Those expectations are usually high for frequently advertised new brands but not for frequently advertised familiar brands.
• D. Those expectations are likely to be higher for products whose black-and-white advertisements are often repeated than for those whose color advertisements are less often repeated.
• O. Those expectations are less definitively shaped by the manufacturer’s advertisements than by information that consumers gather from other sources.
• A. It can be repeated more frequently than a comparable color advertisement could before consumers begin to suspect low manufacturer confidence in the quality of the advertised product.
• B. It will have the greatest impact on consumers' perceptions of the quality of the advertised product if it appears during periods when a color version of the same advertisement is being used.
• C. It will attract more attention from readers of the print publication in which it appears if it is used only a few times.
• D. It may be perceived by some consumers as more expensive than a comparable color advertisement.
• T. It is likely to be perceived by consumers as a sign of higher manufacturer confidence in the quality of the advertised product than a comparable color advertisement would be.
• A. Consumers’ perceptions about the frequency with which an advertisement appears are their primary consideration when evaluating an advertisement’s claims about product quality.
• B. Because most consumers do not notice the frequency of advertisement, it has little impact on most consumers’ expectations regarding product quality.
• C. Consumers perceive frequency of advertisement as a signal about product quality only when the advertisement is for a product that is newly on the market.
• D. The frequency of advertisement is not always perceived by consumers to indicate that manufacturers are highly confident about their products’ quality.
• Y. Consumers who try a new product that has been frequently advertised are likely to perceive the advertisement’s frequency as having been an accurate indicator of the product’s quality.

Answer 1

The Correct Option is C

Step 1: Understanding the context.
The sentence in lines 10–15 introduces a contrasting point about Kirmani's studies that provides a deviation from Marquardt and McGann’s finding. While Marquardt and McGann suggest a general trend of higher advertising leading to higher product quality, Kirmani's research provides an exception to that.
Step 2: Analyzing the options.
- (A) Economic signaling theory is not being disproven here, but rather expanded upon.
- (B) There is no introduction of a new distinction between the two theories in this section, but rather a clarification of an exception.
- (C) The passage does indeed account for an exception to the generalization made by Marquardt and McGann, which aligns with the correct answer.
- (D) The sentence is not specifically explaining why the research was conducted, but rather presenting a new perspective.
- (E) The sentence offers an exception rather than explaining an observation.
Step 3: Conclusion.
The correct answer is (C), as the sentence accounts for an exception to the generalization of Marquardt and McGann.

Answer 2

Step 1: Understanding the context.
The passage primarily critiques the limitations of theoretical explanations without empirical support, especially in the context of advertising practices and their effects on consumer perceptions.
Step 2: Analyzing the options.
- (A) The passage does not directly contradict a single explanation, but rather adds complexity by introducing empirical evidence.
- (B) This option best captures the passage’s emphasis on the necessity of empirical studies to validate advertising practices, which is the correct answer.
- (C) Although advertising practices are discussed, the focus is on their theoretical versus empirical validation, not how they affect consumers' perceptions alone.
- (D) The passage does not compare research methods; it discusses findings and their implications.
- (E) The passage explains findings in light of existing theories, rather than focusing on unexpected responses.
Step 3: Conclusion.
The correct answer is (B), as the passage underscores the importance of empirical evidence in validating theoretical claims about advertising.

Answer 3

Step 1: Understanding the context.
Kirmani's study suggests that both color and frequency of advertisements affect consumer expectations of the product's quality. It highlights the importance of how often the product is advertised and whether color is used in advertisements.
Step 2: Analyzing the options.
- (A) There is no mention of the comparison between color and black-and-white advertisements, so this is not correct.
- (B) This is the correct answer, as it reflects Kirmani's finding that both the frequency and the use of color in advertisements shape consumer expectations.
- (C) The focus is not specifically on the difference between new and familiar brands but on the effects of advertisement frequency and color.
- (D) The study does not mention that repetition of black-and-white advertisements is more important than repetition of color advertisements.
- (E) The study emphasizes the role of the manufacturer's advertisements in shaping expectations rather than other sources of information.
Step 3: Conclusion.
The correct answer is (B), as it accurately reflects the findings of Kirmani's research.

Answer 4

Step 1: Understanding the context.
Kirmani's third study emphasizes the different perceptions associated with black-and-white and color advertisements. Specifically, it finds that black-and-white ads can be repeated more often without causing consumers to perceive a lack of confidence in the product.
Step 2: Analyzing the options.
- (A) This is the correct answer because it reflects the study's finding that black-and-white ads can be repeated without consumers suspecting low confidence.
- (B) There is no mention that black-and-white ads are most effective when paired with a color ad, making this incorrect.
- (C) The frequency of use does not depend on attracting attention from readers but rather on consumer perceptions of the ad's quality.
- (D) There is no evidence in the passage suggesting that black-and-white ads are perceived as more expensive.
- (E) The study does not suggest that black-and-white ads are seen as a sign of higher manufacturer confidence compared to color ads.
Step 3: Conclusion.
The correct answer is (A), as it reflects the findings that black-and-white ads can be repeated more often without negatively affecting perceptions of the product.

Answer 5

Step 1: Understanding the context.
Kirmani's research suggests that although advertising frequency may influence consumer perceptions, it is not always seen as a sign of high manufacturer confidence, particularly if the advertisement is perceived as excessive.
Step 2: Analyzing the options.
- (A) Consumers do not necessarily focus primarily on the frequency of advertisements when evaluating product quality.
- (B) The frequency of advertisements does have an impact, as noted in Kirmani's studies, especially if consumers perceive excessive repetition.
- (C) The frequency of advertisements is not restricted to new products but applies to all products.
- (D) This is the correct answer as it reflects the study’s finding that excessive advertising can be seen as a sign of desperation rather than confidence.
- (E) The frequency of advertisement is not always seen as an accurate signal of product quality, particularly for new products.
Step 3: Conclusion.
The correct answer is (D), as it best reflects Kirmani’s perspective on the relationship between advertising frequency and consumer perceptions of product quality.