选课中心
7099人选课
GMAT公开讲座
0元
GRE公开讲座
0元
一对一体验课
99元
GMAT模考网站
10000人
GRE模考网站
GMAT课程
GRE课程
托福辅导课程
【定制】1v1
私人订制
资料下载
考前冲刺
扫码添加助教
免费领取
备考资料大礼包
扫码关注公众号
本文来自GMAT阅读题库(点击查看更多),为考生提供GMAT阅读题目练习及答案解析,希望对大家GMAT备考有所帮助。点击下载更多GMAT备考必备资料。更多精彩尽请关注新东方在线GMAT频道!
GMAT阅读题目内容
A key decision required of advertising managers is whether a “hard-sell” or “soft-sell” strategy is appropriate for a specific target market. The hard-sell 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.
2、Each of the following is mentioned in the passage as a characteristic of the hard-sell approach EXCEPT:
A.its overall message is readily grasped.
B.It appeals to consumers’ knowledge about the product.
C.It makes explicit claims that the advertised brand is superior to other brands.
D.It uses statements that are expressed very clearly.
E.it makes claims in the form of direct conclusions.
资料下载
新东方GMAT佛脚词汇1.0版本
发布时间:2023-06-30添加新东方美研助教号
回复【资料】获取
新东方GMAT数学500题资料下载
发布时间:2023-05-26添加新东方美研助教号
回复【资料】获取
新东方GMAT800题资料下载
发布时间:2022-05-21添加新东方美研助教号
回复【资料】获取
1000句GMAT真实句子改错问题
发布时间:2022-04-17添加新东方美研助教号
回复【资料】获取
2024杨鹏阅读难句(GMAT+GRE)教程
发布时间:2022-04-17添加新东方美研助教号
回复【资料】获取
新东方GMAT数学500题(解析及答案)
发布时间:2019-11-27添加新东方美研助教号
回复【资料】获取
新东方GMAT800题(逻辑+语法+阅读)
发布时间:2019-11-27添加新东方美研助教号
回复【资料】获取
新东方GMAT佛脚词汇1.0版本
发布时间:2019-11-27添加新东方美研助教号
回复【资料】获取
GMAT词汇/长难句/语法资料大全
发布时间:2019-11-27添加新东方美研助教号
回复【资料】获取
GMAT语文考试圣经(Bible)电子版
发布时间:2019-11-27关注新东方在线美研订阅号
回复【GMAT】获取
GMAT推理圣经PDF电子版
发布时间:2019-11-27添加新东方美研助教号
回复【资料】获取
GMAT考试OG五个版本题号对照表
发布时间:2019-11-27添加新东方美研助教号
回复【资料】获取
GMAT Ultimate Grammar电子书籍PDF
发布时间:2019-11-27添加新东方美研助教号
回复【资料】获取
添加美研助教号,
回复【GMAT】获取备考必看资料包
推荐阅读
更多>>新东方在线GMAT频道为大家带来GMAT阅读复习的五大步骤,希望对大家GMAT备考有所帮助。更多精彩尽请关注新东方在线GMAT频道! 1:原来
新东方在线GMAT频道为大家带来GMAT阅读背景的培养,希望对大家GMAT备考有所帮助。更多精彩尽请关注新东方在线GMAT频道! 一、经济学
新东方在线GMAT频道为大家带来GMAT阅读复习效率不高怎么办,希望对大家GMAT备考有所帮助。更多精彩尽请关注新东方在线GMAT频道! 建
新东方在线GMAT频道为大家带来GMAT阅读提高速度的根本方法,希望对大家GMAT备考有所帮助。更多精彩尽请关注新东方在线GMAT频道! 1
新东方在线GMAT频道为大家带来GMAT阅读如何避免错误,希望对大家GMAT备考有所帮助。更多精彩尽请关注新东方在线GMAT频道! 要避免GMA
新东方在线GMAT频道为大家带来GMAT阅读技巧的提升,希望对大家GMAT备考有所帮助。更多精彩尽请关注新东方在线GMAT频道! GMAT阅读推
新东方在线GMAT频道为大家带来GMAT阅读备考的注意事项,希望对大家GMAT备考有所帮助。更多精彩尽请关注新东方在线GMAT频道! GMAT阅
新东方在线GMAT频道为大家带来GMAT阅读怎么提高自己的能力,希望对大家GMAT备考有所帮助。更多精彩尽请关注新东方在线GMAT频道! 建
新东方在线GMAT频道为大家带来GMAT阅读长句子的备考,希望对大家GMAT备考有所帮助。更多精彩尽请关注新东方在线GMAT频道! 1 首先
新东方在线GMAT频道为大家带来GMAT阅读水平怎么提高,希望对大家GMAT备考有所帮助。更多精彩尽请关注新东方在线GMAT频道! 下面就来
资料下载
更多>>添加新东方美研助教号
回复【资料】获取
添加新东方美研助教号
回复【资料】获取
添加新东方美研助教号
回复【资料】获取
添加新东方美研助教号
回复【资料】获取
添加新东方美研助教号
回复【资料】获取
添加新东方美研助教号
回复【资料】获取
添加新东方美研助教号
回复【资料】获取
添加新东方美研助教号
回复【资料】获取
添加新东方美研助教号
回复【资料】获取
关注新东方在线美研订阅号
回复【GMAT】获取
添加新东方美研助教号
回复【资料】获取
添加新东方美研助教号
回复【资料】获取
添加新东方美研助教号
回复【资料】获取
阅读排行榜
相关内容