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Much research has been devoted to investigating what motivates consumers to try new products. Previous consumer research suggests that both the price of a new product and the way it is advertised affect consumers’ perceptions of the product’s performance risk (the possibility that the product will not function as consumers expect and/or will not provide the desired benefits). Some of this research has concluded that a relatively high price will reduce a consumer's perception of the performance risk associated with purchasing a particular product, while other studies have reported that price has little or no effect on perceived performance risk. These conflicting findings may simply be due to the nature of product advertisements: a recent study indicates that the presentation of an advertised message has a marked effect on the relationship between price and perceived performance risk.

Researchers have identified consumers' perception of the credibility of the source of an advertised message i.e., the manufacturer—as another factor affecting perceived performance risk: one study found that the greater the source credibility, the lower the consumer’s perception of the risk of purchasing an advertised new product. However, past research suggests that the relationship between source credibility and perceived performance risk may be more complex: source credibility may interact with price in a subtle way to affect consumers’ judgments of the performance risk associated with an advertised product.

【OG20-P406-473题】

According to the passage, the studies referred to in highlight text reported which of the following about the effect of price on consumers’ perception of the performance risk associated with a new product?

  • 分析A选项
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  • 分析B选项
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  • 分析C选项
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  • 分析D选项
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  • 分析E选项
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当前版本由 Na**** 更新于2016-09-26 16:37:51 感谢由 Na**** 对此题目的解答所做出的贡献。

题干KW: highlight  price effect  risk(细节题)

定位:直接定位到原文


错误答案特征:

A.manufacturer’s reputation 文章未提及。

B. an advertised message 层次定位混淆

D. manufacturer's credibility层次定位混淆

E.与文章逻辑方向相反

 

正确选项特征:

C.是原文的同义转换

while other studies have reported that price has little or no effect on perceived performance risk.

 



题目讨论 1条评论)

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    Vovoloo

    我不明白的是 有一些研究说price越高risk越小,有一些研究说price和risk没什么关系,那我到底该听哪个呢?
    0 0 回复 2019-08-17 12:10:23
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      249006ckub回复Vovoloo

      后面一句解释了:这种矛盾源于没有考虑广告形式的影响,然后以此引出之后文章中将广告形式=对广告来源的信任程度=对制造商的信任程度的推论,然后发现对制造商越信任,risk越小,最后总结说,对制造商的信任(=广告来源=广告形式)与价格互相作用然后作用于Risk(=消费者买新产品的动机),这样和一开始提出的价格和广告形式将对消费者购买新产品的动机产生影响这一研究结果呼应起来了是一个肯定和加强,也是对前面所有讨论的总结。整篇文章结构就是前面提出了一个论点,然后在对其论证、调查研究,最后根据之前的研究论证肯定、细化了原论点

      1 0 回复 2019-09-06 12:55:31

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