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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 Edward. 更新于2021-04-15 11:31:12 感谢由 Edward. 对此题目的解答所做出的贡献。

文章结构:

研究问题:价格和广告对消费者尝试新产品的影响

研究结果:价格的影响是矛盾的,这是因为广告。广告来源可信度影响风险,这种关系更加复杂:来源可信度和价格共同影响消费者的风险判断。

 

第一题:细节题

A:没有提到

B:这个研究没有提到广告

C:与原文一致

D:这个研究没有提到可信度

E:与原文不一致



题目讨论 3条评论)

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  • 用户头像

    Duan

    新老观点文章
    
    段落一:老观点
    第一句:topic sentence
    第二句:提出老观点:KW1价格和广告都产生影响。老观点1:价格影响,老观点2:价格没影响。
    末句提出新观点,广告不同导致。
    
    段落二:新观点
    新观点解释说明     广告信任度是如何影响的
    老观点            老观点认为广告信任度的影响
    
    细节题 原文改写
    原文 price has little or no effect on perceived performance risk.
    选项 Price does not significantly affect consumers’ perception of the performance risk associated with a new product.
    0 0 回复 2021-07-12 18:06:03
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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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    Natasha

    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.

     


    0 0 回复 2016-09-26 16:37:51
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