Kirmani's research, as described in the passage, suggests which of the following regarding consumers' expectations about the quality of advertised products?
Show Hint
- Those expectations are likely to be highest if a manufacturer runs both black-and-white and color advertisements for the same product.
- Those expectations can be shaped by the presence of color in an advertisement as well as by the frequency with which an advertisement appears.
- Those expectations are usually high for frequently advertised new brands but not for frequently advertised familiar brands.
- 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.
- Those expectations are less definitively shaped by the manufacturer's advertisements than by information that consumers gather from other sources.
The Correct Option is B
Solution and Explanation
Step 1: Understanding the Concept:
This is an inference question based on a specific part of the passage—the description of "Kirmani's research." The correct answer must be a conclusion that can be logically drawn from the information presented about this research, even if it's not stated explicitly.
Step 2: Detailed Explanation:
The question asks what Kirmani's research suggests about consumer expectations. We need to look for clues within this question and the related question (52).
\[\begin{array}{rl} \bullet & \text{Question 52 refers to Kirmani's "third study" and distinguishes between "black-and-white" and "color" ads, as well as the concept of an ad being "repeated... frequently."} \\ \bullet & \text{This implies that Kirmani's research explored multiple variables related to advertising. Specifically, it seems to have investigated the effects of (1) ad expenditure (signaled by color vs. black-and-white) and (2) ad frequency (repetition).} \\ \end{array}\]
Let's analyze the options based on these clues:
\[\begin{array}{rl} \bullet & \text{(A) makes a very specific claim about using both types of ads, which may or may not be supported.} \\ \bullet & \text{(B) makes a general statement that consumer expectations are shaped by two key factors: the use of color (a signal of cost/effort) and frequency. This aligns perfectly with the clues that Kirmani's studies dealt with both color/B&W and repetition. This is a well-supported, general conclusion.} \\ \bullet & \text{(C) introduces a new distinction (new vs. familiar brands) that is not hinted at in the other questions. It's less likely to be the focus of Kirmani's research as described.} \\ \bullet & \text{(D) draws a direct comparison between frequent B&W ads and infrequent color ads. While the research might support this, option (B) is a more fundamental and broader summary of the factors at play.} \\ \bullet & \text{(E) suggests that advertising is less important than other information sources. This would likely contradict the passage's focus on the power of advertising signals.} \\ \end{array}\]
Step 3: Final Answer:
Option (B) provides the most reasonable and comprehensive summary of the likely findings of Kirmani's research as inferred from the context of the questions. The research appears to demonstrate that both the characteristics of an ad (like color) and its running schedule (frequency) are key inputs that consumers use to form judgments about product quality.
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