The producers of instant coffee found their product strongly resisted in the

游客2025-04-14 31

问题 The producers of instant coffee found their product strongly resisted in the market places despite their manifest advantages. Furthermore, the advertising expenditure for instant coffee was far greater than that for regular coffee. Efforts were made to find the cause of the consumers’ seemingly unreasonable resistance to the product. The reason given by most people was dislike for the taste. The producers suspected that there might be deeper reasons, however. This was confirmed by one of motivation research’s classic studies, one often cited in the trade. Mason Haire, of the University of California, constructed two shopping lists that were identical except for one item. There were six items common to both lists: hamburger, carrots, baking powder, bread, canned peaches and potatoes, with the brands or amounts specified. The seventh item, in the fifth place on both lists, read " I lb. Maxwell House coffee" on one list and "Nescafe instant coffee" on the other. One list was given to each person in a group of fifty women, and the other list to those in another group of the same size. The women were asked to study their lists and then to describe, as far as they could, the kind of woman("personality and character")who would draw up that shopping list. Nearly half of those who had received the list including instant coffee described a housewife who was lazy and a poor planner. On the other hand, only one woman in the other group described the housewife, who had included regular coffee on her list, as lazy, only six of that group suggested that she was a poor planner. Eight women felt that the instant-coffee user was probably not a good wife! No one in the other group drew such a conclusion about the housewife who intended to buy regular coffee. [br] The fact that producers found resistance to their product despite the fact that they spent more advertising money on instant than regular coffee shows that______.

选项 A、advertising does not assure favorable sales results
B、companies, spent more money on advertising than they should
C、people pay little attention to advertising
D、the more one advertises the better the sales picture

答案 A

解析细节判断题。根据题干关键词more advertising money on instant than regular coffee定位到原文前两句。前两句提到速溶咖啡比普通咖啡广告费多了很多，但在市场上销售却不顺利。所以选项A(广告并不一定能确保满意的销售结果)正确。故答案为A。

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