Question

The passage suggests that Kirmani would be most. likely to agree with which of the following statements about consumers' perceptions of the relationship between the frequency with which a product is advertised and the product's quality?

• A. Consumers' perceptions about the frequency with which an advertisement appears are their primary consideration when evaluating an advertisement's claims about product quality.
• B. Because most consumers do not notice the frequency of advertisement, it has little impact on most consumers' expectations regarding product quality.
• C. Consumers perceive frequency of advertisement asa signal about product quality only when the advertisement is for a product that is new on the market.
• D. The frequency of advertisement is not always perceived by consumers to indicate that manufacturers are highly confident about their products' quality.
• E. Consumers who try a new product that has been frequently advertised are likely to perceive the advertisement's frequency as having been an accurate indicator of the product's quality.

Answer 1

The correct option is D The frequency of advertisement is not always perceived by consumers to indicate that manufacturers are highly confident about their products' quality.

The first sentence of the second paragraph provides the answer to this question: at some level of spending the manufacturer's advertising effort may be perceived as unreasonably high, implying low manufacturer confidence in product quality. Thus, it is logical to assume that if a product is advertised too frequently, consumers may believe that the manufacturer is spending excessive amounts on advertising because that manufacturer is not confident of the product's quality.

A Kirrnani's research, as reported here, does not support this claim.

B Kirmani's research examines how consumers respond to the frequency of advertising; the research does not indicate that consumers do not notice frequency.

C The research does not distinguish between new and familiar products.

D Correct. Excessive advertising may lead consumers to believe that the manufacturer lacks confidence in the quality of the product.

E Kirrnani's research does not specifically address new products.

The correct answer is D.