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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  53
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 the research mentioned in line 29 supports which of the following statements?
选项 A、Implicit conclusions are more likely to capture accurately the point of the advertiser’s message than are explicit conclusions.
B、Counterargumentation is less likely to occur if an individual’s beliefs or conclusions are readily accessible from memory.
C、The hard-sell approach results in conclusions that are more difficult for the consumer to recall than are conclusions resulting from the soft-sell approach.
D、When the beliefs of others are presented as definite and forceful claims, they are perceived to be as accurate as self-generated beliefs.
E、Despite the advantages of implicit conclusions, the hard-sell approach involves fewer risks for the advertiser than does the soft-sell approach.
答案 C
解析 Inference
The research this item refers to—research on consumer memory and judgment—indicates that beliefs are more memorable when they are self-generated and so matter when making judgments and decisions. Further, self-generated beliefs seem more believable to those who have them than beliefs that come from elsewhere.
A The fourth paragraph indicates that implicit conclusions are more likely to fail to replicate the advertiser’s message than explicit conclusions are.
B The research discussed in the passage does not address when counterargumentation is more or less likely to occur. Even though counterargumentation is a risk when consumers distrust the advertiser’s message—as they may do when harder-to-recall explicit conclusions are given—-it may be as much of a risk when consumers reach an implicit conclusion that is readily accessible from memory.
C Correct. The research indicates that it is easier for consumers to recall conclusions they have reached on their own—that is, the sorts of conclusions that are encouraged by the soft-sell approach—than conclusions that have been provided explicitly, as happens in the hard-sell approach.
D The research does not show that the forcefulness with which claims are presented increases perceptions of the accuracy of those claims. Indeed, it is most likely the opposite, as the forcefulness of others’ claims may make them seem even less related to any conclusions the consumer might generate for him- or herself.
E The research suggests that it is the soft- sell, not the hard-sell, approach that has fewer risks. The fourth paragraph indicates that there could be some risks to the implicit conclusions that consumers draw, but this is not part of the research in question.
The correct answer is C.
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