Main Idea/Primary Purpose Questions
The main idea/primary purpose questions in unarguably the most common question type in the Reading Comprehension section of the GMAT.
Practice these questions and make sure you nail them on the test
Sample Passage from the collection
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 black-and-white advertisement.The primary purpose of the passage is to
A. present findings that contradict one explanation for the effects of a particular advertising practice
B. argue that theoretical explanations about the effects of a particular advertising practice are of limited value without
C. discuss how and why particular advertising practices may affect consumers’ perceptions
D. contrast the research methods used in two differentstudies of a particular advertising practice
E. explain why a finding about consumer responses to aparticular advertising practice was unexpectedCompiler
: Ivy GMAT, Bangalore.
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