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  3. A key decision required of advertising managers is whether a "hard-sell" or "sof

A key decision required of advertising managers is whether a "hard-sell" or "sof

游客2024-01-12  31
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. [br] It can be inferred from the passage that one situation in which the boomerang effect often occurs is when consumers
选项 A、have been exposed to forceful claims that are diametrically opposed to those in an advertiser’s message
B、have previous self-generated beliefs or conclusions that are readily accessible from memory
C、are subjected to advertising messages that are targeted at specific markets to which those consumers do not belong
D、are confused regarding the point of the advertiser’s message
E、come to view the advertiser’s message with suspicion
答案 E
解析 Inference
The passage discusses the boomerang effect in the second paragraph. This effect is defined as consumers deriving conclusions from advertising that are the opposite of those that advertisers intended to present, and it occurs when consumers resent and/or distrust what they are being told.
A The passage provides no grounds for inferring that consumers need to be exposed to opposing claims in order to believe such claims; they may reach opposing claims on their own.
B The passage indicates that the boomerang effect can be reduced by using a soft-sell approach, which can result in self-generated conclusions, but it provides no evidence about any possible effects of preexisting self-generated beliefs or conclusions on the boomerang effect.
C The passage does not address how consumers who are subjected to advertising messages not intended for them might respond.
D Confusion regarding the point of the advertiser’s message is more likely to occur, the passage suggests, when advertisers use a soft-sell approach—but it is the hard-sell approach, not the soft-sell, that is likely to result in the boomerang effect.
E Correct. The second paragraph indicates that consumers who resent being told what to believe and come to distrust the advertiser’s message—that is, those who view the message with suspicion—may experience a boomerang effect, believing the opposite of the conclusions offered.
The correct answer is E.
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