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题库解析   >   其他题型   >   自测章RC49-65
    本题由hyman1提供
79次学习
自测章RC49-65

Line According to economic signaling theory, consumers may perceive the frequency with which an unfamiliar brand is advertised as a cue that the brand is of high quality. The notion that highly advertised brands are associated with high-quality products does have some empirical support. Marquardt and McGann found that heavily advertised products did indeed rank high on certain measures of product quality. Because large advertising expenditures represent a significant investment on the part of a manufacturer, only companies that expect to recoup these costs in the long run, through consumers’ repeat purchases of the product, can afford to spend such amounts.

However, two studies by Kirmani have found that although consumers initially perceive expensive advertising as a signal of high brand quality, at some level of spending the manufacturer’s advertising effort may be perceived as unreasonably high, implying low manufacturer confidence in product quality. If consumers perceive excessive advertising effort as a sign of a manufacturer’s desperation, the result may be less favorable brand perceptions. In addition, a third study by Kirmani, of print advertisements, found that the use of color affected consumer perception of brand quality. Because consumers recognize that color advertisements are more expensive than black and white, the point at which repetition of an advertisement is perceived as excessive comes sooner for a color advertisement than for a blackand- white advertisement.

The primary purpose of the passage is to

    <p>(A) present findings that contradict one explanation for the effects of a particular advertising practice<br/>(B) argue that theoretical explanations about the effects of a particular advertising practice are of limited value without empirical evidence<br/>(C) discuss how and why particular advertising practices may affect consumers&#39; perceptions<br/>(D) contrast the research methods used in two different studies of a particular advertising practice<br/>(E) explain why a finding about consumer responses to a particular advertising practice was unexpected</p>
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答案:
C

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