G2020每日閱讀訓練練習D31

Pistachio_lin · 发表于 2022-4-11 21:17:49

Hi 大家好，閱讀打卡訓練第31天。

Materials: OG2020.

Passages:

affect consumers’ perceptions of the product’s performance risk (the possibility that the product will not function as consumers expect and/or will not provide the desired benefits). Some of this research has concluded that a relatively high price will reduce

a consumer’s perception of the performance risk associated with purchasing a particular product, while other studies have reported that price has little or no effect on perceived performance risk. These conflicting findings may simply be due to the nature

of product advertisements: a recent study indicates that the presentation of an advertised message has a marked effect on the relationship between price and perceived performance risk.

of the credibility of the source of an advertised message—i.e., the manufacturer—as another factor affecting perceived performance risk: one study found that the greater the source credibility, the lower the consumer’s perception of the risk of purchasing

an advertised new product. However, past research suggests that the relationship between source credibility and perceived performance risk may be more complex: source credibility may interact with price in a subtle way to affect consumers’ judgments

of the performance risk associated with an advertise product.

簡化/思路: Much research has been devoted to investigating what motivates consumers to try new products.

(Introducing a fact. People + what are they doing = investigating what motivates consumers to try new products)

Previous consumer research suggests that both the price of a new product and the way it is advertised affect consumers’ perceptions of the product’s performance risk (the possibility that the product will not function as consumers expect and/or will not provide the desired benefits).

(What contributes to the motivating of giving new products a go; introducing the conept of product's performance risk)

Some of this research has concluded that a relatively high price will reduce a consumer’s perception of the performance risk associated with purchasing a particular product, while other studies have reported that price has little or no effect on perceived performance risk.

(discussing the factors that contribute to the motivation - performace risk associated with purchasing a particular product)
(Some say price affects the motivation while some say otherwise.)

These conflicting findings may simply be due to the nature of product advertisements: a recent study indicates that the presentation of an advertised message has a marked effect on the relationship between price and perceived performance risk.

(Explanation for the two opposing views - potentially because of the way how the product is advertised)

Researchers have identified consumers’ perception of the credibility of the source of an advertised message—i.e., the manufacturer—as another factor affecting perceived performance risk: one study found that the greater the source credibility, the lower the consumer’s perception of the risk of purchasing an advertised new product.

(Details of how the advertisement acts to affect consumers' perception - manufacturer)

However, past research suggests that the relationship between source credibility and perceived performance risk may be more complex: source credibility may interact with price in a subtle way to affect consumers’ judgments of the performance risk associated with an advertise product.

(Change of the direction: the advertisement itself is not the only contributor to the consumers' perception. Price also plays a role but just does in a subtle way)

Structure:
1. what motivates consumers to try new products

- price of a new product and the way it is advertised <two main factors>.

- some say price affects the motivation while some say otherwise.

- how the product is advertised weighs on the relationship between price and perceived performance risk.

- credibility of the source of an advertised message
- emphasizethat both factors interact and the price affects price in a subtle way.

1. According to the passage, the studies referred to in line 12 reported which of the following about the effect of price on consumers’ perception of the performance risk associated with a new product?

A. Although most consumers regard price as an important factor, their perception of the performance risk associated with a new product is ultimately determined by the manufacturer’s reputation.

B. Price interacts with the presentation of an advertised message to affect perceived performance risk.

C. Price does not significantly affect consumers’ perception of the performance risk associated with a new product.

(some say price affects the motivation while some say otherwise.)

D. Consumers tend to regard price as more important than the manufacturer’s credibility when they are buying from that manufacturer for the first time.

E. Consumers are generally less concerned about a new product’s performance risk when that product is relatively expensive.

2. The “past research” mentioned in line 25 suggests which of the following about perceived performance risk?

A. The more expensive a new product is, the more likely consumers may be to credit advertised claims about that product.

B. The more familiar consumers are with a particular manufacturer, the more willing they may be to assume some risk in the purchase of a new product being advertised by that manufacturer.

C. Consumers’ perception of the performance risk associated with a new product being advertised may be influenced by an interplay between the product’s price and the manufacturer’s credibility.

(Change of the direction: the advertisement itself is not the only contributor to the consumers' perception. Price also plays a role but just does in a subtle way)

D. Consumers may be more likely to believe that a product will function as it is advertised to do when they have bought products from a particular manufacturer before.

E. The price of a particular advertised product may have less impact than the manufacturer’s credibility on consumers’ assessment of the performance risk associated with that product.
3. The passage is primarily concerned with

A. challenging the implications of previous research into why consumers try new products

B. suggesting new marketing strategies for attracting consumers to new products

C. reconciling two different views about the effect of price on consumers’ willingness to try new products

(Reconcile 比較像是去讓兩個對立衝突的想法，能更和平相處的一起，這邊作者是有提到對於price這因素的正反例, 但只有一句。整文章在聚焦於探討會影響"motivation"的因素, 因此E更合適)

D. describing a new approach to researching why consumers try new products

E. discussing certain findings regarding why consumers try new products
4. Which of the following, if true, would most tend to weaken the conclusions drawn from “some of this research” (see line 8)?

A. In a subsequent study, consumers who were asked to evaluate new products with relatively low prices had the same perception of the products’ performance risk as did consumers who were shown the same products priced more expensively.

(直接攻擊了這個假設: 就是貴的產品會比較少的risk. 但是同樣產品被被定價較低的時候卻跟定價較高的時候有一樣的perception.)

B. In a subsequent study, the quality of the advertising for the products that consumers perceived as having a lower performance risk was relatively high, while the quality of the advertising for the products that consumers perceived as having a higher performance risk was relatively poor.

C. In a subsequent study, the products that consumers perceived as having a lower performance risk were priced higher than the highest priced products in the previous research.

D. None of the consumers involved in this research had ever before bought products from the manufacturers involved in the research.

E. Researchers found that the higher the source credibility for a product, the more consumers were willing to pay for it.以上分析，還請大大們不吝分享看法！謝謝。

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所属分类: GMAT考试

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