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之前大家对揽瓜阁精读的反馈很好，就想着自己的时间开始把一些精读的文章根据JJ出题目～ 然后focus上线，IR需求 大家也大。就想着 把揽瓜阁的阅读 逻辑 IR 都放在这贴里打卡
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1.CR
An online auction platform, similar to eBay, has observed an interesting trend in their auctions. Items with lower starting prices tend to attract more bidders compared to items with higher starting prices. As the bidding progresses, people become increasingly invested in winning the item and continue to bid, driving up the final selling price. Consequently, items with lower starting prices often end up selling for higher amounts than those with higher initial asking prices.
Which of the following conclusions is most supported by the information above?
(A) The number of initial bidders determines the final selling price of an item.
(B) A low starting price guarantees a higher final selling price for the seller.
(C) The more competitive the bidding process, the higher the likelihood of a higher selling price.
(D) Bidders are more likely to continue bidding on an item they were initially attracted to.
(E) The platform's algorithm intentionally promotes items with lower starting prices to generate higher profits.
A securities exchange has discovered that some of its employees have breached their professional ethics. In response, the company has mandated that these employees attend training sessions on professional conduct and ethical standards.
Which of the following, if true, would best support the company's decision to provide ethics training to the employees who breached professional standards?
(A) The majority of the exchange's employees have never violated professional ethics.
(B) The employees who breached professional ethics were unaware that their actions were unethical.
(C) The exchange has a strict policy against any form of unethical behavior.
(D) Other companies in the industry have successfully implemented similar training programs.
(E) The employees who breached professional ethics had previously attended ethics training sessions.
CB
2. DI
In the labyrinthine world of high-end real estate, where the stakes are as lofty as the properties themselves, the art of negotiation assumes a paramount role. The dance between buyer and seller, often mediated by the deft touch of seasoned agents, is a delicate balancing act, a tightrope walk where one misstep can spell the difference between a lucrative sale and a missed opportunity. It is in this rarefied air that we find ourselves privy to a series of exchanges between the esteemed Parisian real estate agent, Monsieur Gustave Dubois, and his well-heeled clients, the Lefebvres, as they navigate the sale of their opulent Haussmannian apartment in the heart of the 16th arrondissement.
The curtain rises with M. Dubois presenting the Lefebvres with an initial offer, a figure that, while substantial in its own right at €3,000,000, pales in comparison to the €3,750,000 asking price the Lefebvres have affixed to their pied-à-terre. The agent, a veteran of countless such negotiations, is quick to contextualize the offer, noting that it is par for the course for potential buyers to open with an aggressively low bid, a gambit designed to set the stage for the ensuing back-and-forth. With the sagacity born of his years in the trade, M. Dubois suggests a counter-offer of €3,450,000, a figure he believes, based on his keen understanding of the market and its machinations, should result in a final price no less than 10% below the Lefebvres' ambitious asking price. His confidence is bolstered by recent market trends: a comprehensive analysis of transactions in the last fiscal quarter reveals that properties in the €3,500,000-4,000,000 range commanded, on average, 92.5% of their listing prices, with buyers and sellers engaging in an intricate pas de deux of 2.6 counter-offers before arriving at a mutually agreeable figure.
The Lefebvres, while appreciative of their agent's insights, are not quite ready to concede so much ground right out of the gate. They express a reticence to potentially undercut themselves by accepting a price that, while still impressive, might leave them wondering if they could have achieved more. Instead, they propose a counter-offer of €3,500,000, a move that, in their estimation, would provide ample room for further negotiation should the prospective buyers return with another counter. Additionally, the Lefebvres shrewdly intimate a willingness to entertain non-price concessions, a strategy that has proven effective for a significant portion of sellers in their market segment: data from the previous year indicates that 37% of sellers at this echelon employed such tactics to grease the wheels of their transactions.
Armed with the Lefebvres' directives, M. Dubois relays the €3,500,000 counter-offer to the interested party, a well-to-do family hailing from Lyon, the Martins. However, he returns with news that, while not entirely unexpected, does not bode well for a swift resolution: the Martins, it seems, consider the Lefebvres' counter to be significantly beyond what they are prepared to pay. All is not lost, however, as M. Dubois reports that the Martins are highly motivated by the prospect of concluding the sale by mid-August, a timeline that would allow them to comfortably settle into their new abode before the commencement of the academic year for their school-aged children. This revelation is hardly surprising to M. Dubois, who knows that, in the previous school year, a solid 63% of families with school-age children who relocated to the area did so during the summer months, a testament to the allure of a seamless transition for their young ones. Sensing an opportunity, M. Dubois outlines a potential path forward: a €3,300,000 price tag coupled with an early August closing date. It's a bold move, but one that, according to his finely-honed instincts and a meticulous analysis of comparable negotiations, has an impressive 85% probability of being accepted by the Martins.
As the Lefebvres mull over their next move, they find themselves at a crossroads, a juncture where they must deftly navigate a complex tapestry of market forces, buyer psychology, and negotiation strategies. The pressure is immense: properties in their price bracket have, on average, a mere 57-day window to captivate a buyer before the specter of stagnation looms. Each counter-offer, each tactical decision, carries with it the risk of watching the Martins, and their dreams of a swift and profitable sale, slip through their fingers. And yet, the Lefebvres are not without leverage. The Parisian real estate market, particularly in their rarefied corner of the 16th arrondissement, has been on a steady upward trajectory, with median sale prices climbing an impressive 4.2% year-over-year. This puts the Lefebvres in an enviable position, one where they can, with the right blend of strategic thinking and intestinal fortitude, secure a outcome that aligns with their financial aspirations.
As they ponder their options, the Lefebvres must also contend with the myriad exogenous factors that can influence a real estate transaction at this level. The vagaries of the global economy, the shifting sands of geopolitics, the ebb and flow of investor confidence - all of these elements can, at a moment's notice, alter the calculus of a deal. And then there are the intangibles, the emotional considerations that can sway even the most rational of actors. For the Martins, the allure of a summer move, of providing their children with a stable foundation before the rigors of a new school year commence, cannot be understated. It is a powerful motivator, one that the Lefebvres, with M. Dubois' expert guidance, must leverage to their advantage.
Ultimately, the Lefebvres' decision will hinge on their ability to strike a delicate balance, to find that elusive sweet spot between maximizing their financial gain and securing a deal that satisfies all parties. It is a high-wire act, one that requires equal parts skill, intuition, and courage. But if they can pull it off, if they can navigate the labyrinthine world of high-stakes real estate with aplomb, the rewards promise to be substantial. For in this rarefied world, where the price tags are as dizzying as the views, a successful transaction is not just a financial windfall - it is a testament to one's acumen, a validation of one's place among the elite.
As the Lefebvres and M. Dubois prepare their next move, the world watches with bated breath. For in the grand theater of Parisian real estate, every act is a spectacle, every decision a drama unto itself. And in this particular play, with its colorful cast of characters and its high-stakes denouement, the final curtain promises to be a showstopper for the ages.
Questions:
1. Based on the information provided in the passage, which of the following best characterizes M. Dubois' initial assessment of the €3,000,000 offer on the Lefebvres' apartment?
A. He believes it is a reasonable opening offer that the Lefebvres should seriously consider.
B. He sees it as a standard negotiation tactic employed by buyers to establish a low baseline for further negotiations.
C. He thinks it is an insulting lowball offer that the Lefebvres should immediately reject.
D. He considers it a generous offer given current market conditions and urges the Lefebvres to accept it.
2. Which of the following pieces of data is NOT cited in the passage to support M. Dubois' confidence in his suggested counter-offer of €3,450,000?
A. Properties in the €3,500,000-4,000,000 range sold for an average of 92.5% of their listing prices in the last fiscal quarter.
B. The average number of counter-offers for properties in this price range was 2.6 before a final price was agreed upon.
C. M. Dubois has a proven track record of securing deals for his clients at no less than 10% below their asking prices.
D. The Parisian real estate market has seen median sale prices increase by 4.2% year-over-year.
3. The passage suggests that the Lefebvres' decision to propose a counter-offer of €3,500,000 is primarily motivated by:
A. A desire to maintain a strong negotiating position and leave room for further negotiation.
B. A belief that the initial offer is far too low and that they can secure a significantly higher price.
C. Pressure from M. Dubois to make a counter-offer that aligns with his suggested strategy.
D. A fear that if they don't counter at a high enough price, they may lose the potential buyers.
4. According to the passage, what percentage of sellers in the Lefebvres' market segment did NOT employ non-price concessions as a negotiation tactic in the previous year?
A. 37%
B. 53%
C. 63%
D. 73%
5. The Martins' strong interest in concluding the sale by mid-August is most likely driven by:
A. Their desire to take advantage of favorable interest rates that are set to expire by the end of the summer.
B. The need to complete the transaction before the start of the new academic year for their school-aged children.
C. Their plan to undertake extensive renovations on the apartment, which they want to complete before the winter months.
D. The expiration of their current rental lease, which necessitates a move by the end of the summer.
6. Based on the information provided in the passage, if the Lefebvres were to accept M. Dubois' proposed counteroffer of €3,300,000 with an early August closing date, which of the following would be the most likely outcome?
A. The Martins would immediately reject the counter-offer and continue their search for a more affordable property.
B. The Martins would accept the counter-offer without further negotiation, as it aligns with their timeline and budget.
C. The Martins would submit another counter-offer, leading to additional rounds of negotiation before a final price is agreed upon.
D. The Lefebvres would retract their counter-offer and insist on a higher price, even if it means risking the sale.
7. The passage indicates that the Lefebvres' negotiating position is strengthened by:
A. The high demand for properties in the 16th arrondissement, which has led to a shortage of available homes for sale.
B. The recent upward trend in median sale prices for properties in their area, which have increased by 4.2% year-over-year.
C. The limited 57-day window for properties in their price bracket to attract a buyer before risking a prolonged time on the market.
D. The extensive renovations and upgrades they have made to their apartment, which justify their high asking price.
8. Which of the following best describes the tone and style of the passage?
A. Straightforward and factual, focusing primarily on the financial aspects of the real estate transaction.
B. Humorous and lighthearted, portraying the negotiation process as a playful game between the parties involved.
C. Dramatic and elaborate, using metaphors and vivid language to emphasize the high-stakes nature of the negotiation.
D. Critical and skeptical, questioning the motives and strategies employed by the various parties in the negotiation process.
9. The passage suggests that the Lefebvres' ultimate decision will depend on their ability to:
A. Convince the Martins to accept their initial counter-offer of €3,500,000 without further negotiation.
B. Identify and address any potential obstacles or concerns that may be preventing the Martins from accepting their counter-offer.
C. Strike a balance between maximizing their financial gain and reaching a mutually beneficial agreement with the Martins.
D. Leverage their strong negotiating position to secure a final sale price that is as close to their asking price as possible.
10. Which of the following can be inferred from the passage about the role of external factors in high-stakes real estate transactions?
A. They have little to no impact on the negotiation process, as the parties involved are primarily focused on their own interests and objectives.
B. They can significantly influence the decision-making process and alter the dynamics of the negotiation at any given moment.
C. They are largely predictable and can be easily accounted for by experienced real estate agents like M. Dubois.
D. They are often used as bargaining chips by buyers and sellers to gain an advantage in the negotiation process.
答案:
1. B
2. C
3. A
4. C
5. B
6. B
7. B
8. C
9. C
10. B
3》RC
Scholars have long examined the role of arguments relative to emotions in driving behavior (Agres, Edell, and Dubitsky 1990; Cohen and Areni 1991; McGuire I969; Petty and Wegener 1998). Early research in marketing focused on whether emotional ads are more effective than argument-based ads (Friestad and Thorson 1986; Golden and Johnson 1983; Ray and Batra 1983). This research shows conflicting findings; some authors argue that emotions are more effective (e.g., Edwards 1990; Edwards and von Hippel 1995; Friestad and Thorson 1986), and others argue that arguments are more effective (e.g., Golden and Johnson 1983; Millar and Millar 1990).
More recent research suggests that both emotions and arguments can be effective, but their effectiveness varies by context (see Olson and Zanna 1993; Petty and Wegener I998; Stayman and Aaker 1988). Specifically, when consumers have little information about a product, they are more motivated to attend to and process arguments in the ads. Then, if ads are to be persuasive, they need to provide compelling arguments that reduce purchase risks and differentiate the product from competitors. Because consumers are motivated to process ads when prior knowledge is lacking, they should find ads more compelling when the ads provide a credible reason for buying the product. However, when consumers are already aware of the product and have preexisting attitudes toward it, they are less motivated to process information about it. Indeed, they may respond negatively to argument-focused ads because of satiation, boredom, or irritation (Batra and Ray 1986; Pechmann and Stewart 1988; Petty and Cacioppo 1979; Rethans, Swasy, and Marks 1986; Schumann, Petty, and Clemons 1990). In the context of market age, this theory suggests that argument-based ads would be more persuasive in younger markets than in older ones, because consumers would be more motivated to process their content.
The opposite effect may hold for emotion-based ads. Such ads rarely convey factual information about a product. Therefore, they may not reduce consumers’ perceptions of risk. As such, they may have limited effects on consumers who have limited prior knowledge. Although emotions may convey warm feelings and stimulate favorable brand attitudes, attitudes formed by such processes may not lead to choices of products about which consumers are not well informed. The reason may be that such ads may neither provide a credible reason for buying the product nor change fundamental beliefs about it. Furthermore, when consumers lack product knowledge, emotional ads may distract consumers from critical product content (Moore and Hutchinson 1983). Thus, consumers are less likely to encode or transfer product information to long-term memory.
However, in older markets, where motivation is lacking but product knowledge is present, emotion-laden ads may win consumers’ attention and help the retrieval of prior product knowledge from memory. Because such ads make the product more accessible, bringing it to the forefront of consumers’ memory, they are likely to affect behavior. Furthermore, emotion-based ads may be more user oriented and therefore more capable of enabling high-knowledge consumers to imagine themselves interacting with the product. This usage-oriented imagery may stimulate consumers to elaborate on the benefits of personal usage, thus motivating behavior.
This logic suggests the following hypotheses:
H1: Argument-based ads are more effective in younger markets than in older markets.
H2: Emotion-based ads are more effective in older markets than in younger markets.
Note that we are not equating emotional ads with peripheral cues. Several models of persuasion (e.g., MacInnis and Jaworski I989; Rossiter and Percy 1987; Vaughn 1980) presume no necessary relationship between ad content (emotional versus rational) and peripheral versus central route processing. Nor are we arguing that emotional and information ads represent two ends of a continuum. Rather, we are conceptualizing them as independent entities. Nor are we comparing emotional to rational arguments. Rather, we argue that ads that contain rational information will be more effective in younger markets than in older markets, whereas ads that contain emotional information will work better in older markets than in younger markets.
Question 1:
The author's primary purpose in discussing the early research on the effectiveness of emotional ads versus argument-based ads is to:
A. Provide a context for the more recent research that suggests the effectiveness of emotional and argument-based ads varies by context.
B. Argue that the conflicting findings of the early research demonstrate the inherent flaws in comparing the effectiveness of emotional and argument-based ads.
C. Suggest that the early research provides conclusive evidence that emotional ads are more effective than argument-based ads in all contexts.
D. Highlight the need for further research on the effectiveness of emotional and argument-based ads in different market contexts.
E. Critique the methodology used in the early research on the effectiveness of emotional and argument-based ads.
Question 2:
The passage suggests which of the following about the relationship between ad content and the route of persuasion?
A. Emotional ads always lead to peripheral route processing, while argument-based ads always lead to central route processing.
B. The route of persuasion is determined solely by the ad content, with emotional ads leading to peripheral route processing and argument-based ads leading to central route processing.
C. The route of persuasion is influenced by factors such as the consumer's level of product knowledge and motivation, rather than being solely determined by the ad content.
D. Emotional ads are more likely to lead to central route processing, while argument-based ads are more likely to lead to peripheral route processing.
E. The route of persuasion is not influenced by the ad content or any other factors, and is instead determined randomly.
Question 3:
According to the passage, which of the following is most likely to occur when consumers with high product knowledge are exposed to emotion-based ads?
A. They will respond negatively to the ads due to satiation, boredom, or irritation.
B. They will be distracted from critical product content and fail to encode or transfer product information to long-term memory.
C. They will find the ads more compelling than argument-based ads because they provide a credible reason for buying the product.
D. They will elaborate on the benefits of personal usage and be motivated to engage with the product.
E. They will be less likely to retrieve prior product knowledge from memory and imagine themselves interacting with the product.
Question 4:
The passage suggests that the effectiveness of argument-based ads in older markets may be limited because:
A. Consumers in older markets are more likely to have strong preexisting attitudes toward the product that are difficult to change.
B. Argument-based ads are less likely to provide a credible reason for buying the product in older markets.
C. Consumers in older markets are less motivated to process information about the product and may respond negatively to argument-based ads.
D. Argument-based ads are less likely to enable consumers in older markets to imagine themselves interacting with the product.
E. Consumers in older markets are more likely to rely on peripheral cues in ads to make their purchase decisions.
Question 5:
The author's discussion of the relationship between emotional ads and peripheral cues suggests that:
A. Emotional ads are always processed through the peripheral route of persuasion.
B. Emotional ads are more likely to be processed through the peripheral route of persuasion than argument-based ads.
C. The processing of emotional ads through the peripheral or central route of persuasion depends on factors such as the consumer's level of product knowledge and motivation.
D. Emotional ads are never processed through the peripheral route of persuasion.
E. The relationship between emotional ads and peripheral cues is irrelevant to the effectiveness of emotional ads in different market contexts.
Question 6:
The passage suggests that argument-based ads may be less effective in older markets because:
A. Consumers in older markets are more likely to have low levels of product knowledge.
B. Argument-based ads are less likely to reduce consumers' perceptions of risk in older markets.
C. Consumers in older markets are less motivated to process information about the product and may find argument-based ads boring or irritating.
D. Argument-based ads are less likely to stimulate favorable brand attitudes in older markets.
E. Consumers in older markets are more likely to rely on emotional appeals in ads to make their purchase decisions.
Question 7:
According to the passage, which of the following is a potential reason why emotion-based ads may be less effective in younger markets?
A. Consumers in younger markets are more likely to have strong preexisting attitudes toward the product.
B.Emotion-based ads may distract consumers in younger markets from critical product content, hindering their ability to encode and transfer product information to long-term memory.
C. Consumers in younger markets are more likely to respond negatively to emotion-based ads due to satiation, boredom, or irritation.
D. Emotion-based ads are less likely to enable consumers in younger markets to imagine themselves interacting with the product.
E. Consumers in younger markets are more likely to rely on argument-based ads to make their purchase decisions.
Question 8:
The hypotheses presented at the end of the passage suggest that:
A. Argument-based ads will be equally effective in younger and older markets, while emotion-based ads will be more effective in older markets than in younger markets.
B. Emotion-based ads will be equally effective in younger and older markets, while argument-based ads will be more effective in younger markets than in older markets.
C. Both argument-based ads and emotion-based ads will be more effective in younger markets than in older markets.
D. Both argument-based ads and emotion-based ads will be more effective in older markets than in younger markets.
E. The effectiveness of argument-based ads will decrease as markets age, while the effectiveness of emotion-based ads will increase as markets age.
答案:
1. A
2. C
3. D
4. C
5. C
6. C
7. B
8. E
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发表于 2024-5-21 09:33:24
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