A key decision required of advertising managers is whether a “hard-sell” or “soft-sell” strategy is appropriate for a specific target market. The hard-sell approach involves the use of direct, forceful claims regarding the benefits of the advertised brand over competitors’ offerings. In contrast, the soft-sell approach involves the use of advertising claims that imply superiority more subtly. One positive aspect of the hard-sell approach is its use of very simple and straightforward product claims presented as explicit conclusions, with little room for confusion regarding the advertiser's message. However, some consumers may resent being told what to believe and some may distrust the message. Resentment and distrust often lead to counter argumentation and to boomerang effects where consumers come to believe conclusions diametrically opposed to conclusions endorsed in advertising claims. By contrast, the risk of boomerang erects is greatly reduced with soft-sell approaches. One way to implement the soft-sell approach is to provide information that implies the main conclusions the advertiser wants the consumer to draw, but leave the conclusions themselves unstated. Because consumers are invited to make up their own minds, implicit conclusions reduce the risk of resentment, distrust, and counter argumentation. Recent research on consumer memory and judgement suggests another advantage of implicit conclusions. Beliefs or conclusions that are self-generated are more accessible from memory than beliefs from conclusions provided explicitly by other individuals, and thus have a greater impact on judgment and decision making. Moreover, self-generated beliefs are often perceived as more accurate and valid than the beliefs of others, because other individuals may be perceived as less knowledgeable, or may be perceived as manipulative or deliberately misleading. Despite these advantages, implicit conclusions may not always be more effective than explicit conclusions. One risk is that some consumers may fail to draw their own conclusions and thus miss the point of the message. Inferential activity is likely only when consumers are motivated and able to engage in effortful cognitive processes. Another risk is that some consumers may draw conclusions other than the one intended. Even if inferential activity is likely, there is no guarantee that consumers will follow the path provided by the advertiser. Finally, a third risk is that consumers may infer the intended conclusion but question the validity of their inference. 1 RC00492-01 It can be inferred from the passage that one reason an advertiser might prefer a hard-sell approach to a soft-sell approach is that A. the risks of boomerang effects are minimized when the conclusions an advertiser wants the consumer to draw are themselves left unstated B. counter argumentation is likely from consumers who fail to draw their own conclusions regarding an advertising claims C. inferential activity is likely to occur even if consumers perceive themselves to be more knowledgeable than the individuals presenting product claims D. research on consumer memory suggests that the explicit conclusions provided by an advertiser using hard-sell approach have a significant impact on decision making E. the information presented by an advertiser using the soft-sell approach may imply different conclusions to different consumers 2 RC00492-02 Each of the following is mentioned in the passage as a characteristic of the hard-sell approach EXCEPT A. its overall message is readily grasped B. it appeals to consumers' knowledge about the product C. it makes to explicit claims that the advertised brand is superior to other brands D. it uses statements that are expressed very clearly E. it makes claims in the form of direct conclusions 3 RC00492-03 It can be inferred from the passage that advertisers could reduce one of the risks discussed in the last paragraph if they were able to provide A. motivation for consumers to think about the advertisement’s message B. information that implies the advertiser’s intended conclusion but leaves that conclusion unstated C. subtle evidence that the advertised product is superior to that of competitors D. information comparing the advertised product with its competitors E. opportunity for consumers to generate their own beliefs or conclusions 4 RC00492-04 The primary purpose of the passage is to A. point out the risks involved in the use of a particular advertising strategy B. make a case or the superiority of one advertising strategy over another C. illustrate the ways in which two advertising strategies may be implemented D. present the advantages and disadvantages of two advertising strategies E. contrast the types of target markets for which two advertising strategies are appropriate 5 RC00492-05 Which of the following best describes the function of the highlighted sentence in the context of the passage as a whole? A. it reiterates a distinction between two advertising strategies that is made in the first paragraph B. it explains how a particular strategy avoids a drawback described earlier in the paragraph C. it suggests that a risk described earlier in the paragraph is less serious than some researchers believe it to be D. it outlines why the strategy described in the previous sentence involves certain risks for an advertiser E. it introduces an argument that will be refuted in the following paragraph 6 RC00492-06 It can be inferred from the passage that one situation in which the boomerang effect often occurs is when consumers A. have been exposed to forceful claims that are diametrically opposed to those in an advertiser’s message B. have previous self-generated beliefs or conclusions that are readily accessible from memory C. are subjected to advertising messages that are targeted at specific markets to which those consumers do not belong D. are confused regarding the point of the advertiser’s message E. come to view the advertiser’s message with suspicion 7 RC00492-07 It can be inferred from the passage that the research mentioned in the highlighted text supports which of the following statements? A. implicit conclusions are more likely to capture accurately the point of the advertiser’s message than are explicit conclusions. B. Counterargument action is less likely to occur if an individual’s beliefs or conclusions are readily accessible from memory. C. The hard-sell approach results in conclusions that are more difficult for the consumer to recall than are conclusions resulting from the soft-sell approach. D. When the beliefs of others are presented as definite and forceful claims, they are perceived to be as accurate as self-generated beliefs. E. Despite the advantages of implicit conclusions, the hard-sell approach involves fewer risks for the advertiser than does the soft-sell approach.

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05 Jul 2020, 17:41

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Argp

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GMATNinja, Sir could you please help me understand how the answer for Question RC00492-05 is B?
Which of the following best describes the function of the sentence in lines 25-28(Because consumers are invited to make up their) in the context of the passage as a whole?

A) it reiterates a distinction between two advertising strategies that is made in the first paragraph

B) it explains how a particular strategy avoids a drawback described earlier in the paragraph

C) it suggests that a risk described earlier in the paragraph is less serious than some researchers believe it to be

D) it outlines why the strategy described in the previous sentence involves certain risks for an advertisement’s

E) it introduces an argument that will be refunded in the following paragraph.

Thank you so much!

To understand the context of the quotation, let's first examine the passage up until that point:

The first paragraph introduces two advertising strategies: "hard-sell" and "soft-sell."

The second paragraph examines the effect of including explicit conclusions in advertisements, which is common in the "hard-sell" strategy. It makes the following points:

The practice of including explicit conclusions has a positive impact in "hard-sell" advertisements, because there is "little room for confusion regarding the advertiser's message."
However, this practice also has a negative impact on "hard-sell" advertisements: "consumers may resent being told what to believe." This leads to a "boomerang effect" in which consumers conclude the opposite of what a "hard-sell" advertisement concludes.
By using a "soft-sell" strategy in which conclusions are implied rather than stated explicitly, advertisements reduce the risk of the "boomerang effect" described above

Here is where the relevant quotation makes an appearance:

Quote:

Because consumers are invited to make up their own minds, implicit conclusions reduce the risk of resentment, distrust, and counterargumentation.

This sentence provides evidence to support the earlier claim that soft-sell advertisements have a reduced risk of the "boomerang effect" that plagues hard-sell advertisements. Letting consumers make up their own minds stops them from resenting, distrusting, and arguing against the message of the advertisement.

Take a look at answer (B):

Quote:

B) it explains how a particular strategy avoids a drawback described earlier in the paragraph

The "drawback" mentioned in this answer choice is the "boomerang effect" discussed in the passage. The sentence in question explains how soft-sell advertisements avoid this drawback. (B) is the correct answer choice.

I hope that helps!

Hi GMATNinja

I have a question on the phrasing of this sentence. It says ‘avoids’. Whereas, the passage says the problems with hard sell approach are ‘greatly reduced’.

So, for example, originally 80% people tended to distrust the hard sell conclusions; only 10% distrust conclusions in the soft sell approach.

Therefore, while the the percentage is greatly reduced, it is still not 0%. So, how do we say the issues are altogether ‘avoided’?

Posted from my mobile device

The question asks for the answer choice that BEST describes the function of the sentence, and it is an excellent example of why the test writers ask us to pick the BEST answer choice, not the PERFECT answer choice. You’re unlikely to see another question that deals with the nuances of the word “avoid”, but the GMAT always asks that we select the BEST answer choice.

Although we could maybe argue that the correct answer choice isn’t PERFECT, the other answer choices are clearly wrong, and (B) is clearly the BEST. You’ll likely find other verbal questions where you feel the correct answer isn’t perfect, and in those instances, just remember that you’re looking for the best answer -- not necessarily a perfect answer.

I hope that helps a bit!

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The practice of including explicit conclusions has a positive impact in "hard-sell" advertisements, because there is "little room for confusion regarding the advertiser's message."
However, this practice also has a negative impact on "hard-sell" advertisements: "consumers may resent being told what to believe." This leads to a "boomerang effect" in which consumers conclude the opposite of what a "hard-sell" advertisement concludes.
By using a "soft-sell" strategy in which conclusions are implied rather than stated explicitly, advertisements reduce the risk of the "boomerang effect" described above

Here is where the relevant quotation makes an appearance:

Quote:

Because consumers are invited to make up their own minds, implicit conclusions reduce the risk of resentment, distrust, and counterargumentation.

Quote:

B) it explains how a particular strategy avoids a drawback described earlier in the paragraph

The question asks for the answer choice that BEST describes the function of the sentence, and it is an excellent example of why the test writers ask us to pick the BEST answer choice, not the PERFECT answer choice. You’re unlikely to see another question that deals with the nuances of the word “avoid”, but the GMAT always asks that we select the BEST answer choice. Although we could perhaps argue that the correct answer choice isn’t PERFECT, the other answer choices are clearly wrong, and (B) is clearly the BEST.

I know it's not terribly satisfying, but you’ll likely find other verbal questions where you feel the correct answer isn’t perfect, and in those instances, remember you’re looking for the best answer, not a perfect one.

I hope that helps!

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Hi. I wanted to cross-check if my interpretation of option A is correct.

The option choice implicitly suggests that the claim made by the advertisements are different from what the advertiser intends to convey to the consumers using the hard sell approach. And the consumers, therefore, perceive this approach.

Whereas, the argument states that the consumers themselves believe completely the opposite of what the advertiser wants to convey (boomrang effect) using the hard sell approach

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Quote:

RC00492-05 which of the following best describes the function of the sentence in lines 25-28(Because consumers are invited to make up their) in the context of the passage as a whole?

A) it reiterates a distinction between two advertising strategies that is made in the first paragraph
B) it explains how a particular strategy avoids a drawback described earlier in the paragraph
C) it suggests that a risk described earlier in the paragraph is less serious than some researchers believe it to be
D) it outlines why the strategy described in the previous sentence involves certain risks for an advertisement’s
E) it introduces an argument that will be refunded in the following paragraph

Hi GMATNinja generis MartyTargetTestPrep CrackVerbalGMAT dcummins gmat1393 GMATinsight

What is the meaning of refunded in the context. I thought refunded means to be discussed later in the following paragraph.
Infact , next para discuss the same point mentioned in the sentence in the said question.

I understand why B is correct. But i want to understand the exact reason for rejecting E or it maybe possible that my understanding of refunded is wrong .

Please share your opinion

Thanks!

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Vartikaa14

Dear Vartikaa14
you are right about option A

A) Consumers have been exposed to forceful claims that are diametrically opposed to those in an advertiser’s message

Yet, advertiser message is not deviated from his claim; nevertheless, it is reckoned by some customers as suspicious.

However, some consumers may resent being told what to believe and some may distrust the message. Resentment and distrust often lead to counter argumentation and to boomerang effects where consumers come to believe conclusions diametrically opposed to conclusions endorsed in advertising claims

Hence option E is acceptable.
E) come to view the advertiser’s message with suspicion

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GMATNinja for the last question,
RC00492-07 It can be inferred from the passage that the research mentioned in line 43 (Recent research on consumer memory and judgment) supports which of the following statements?

A) implicit conclusions are more likely to capture accurately the point of the advertiser’s message than are explicit conclusions.

B) Counterargument action is less likely to occur if an individual’s beliefs or conclusions are readily accessible from memory.

C) The hard-sell approach results in conclusions that are more difficult for the consumer to recall than are conclusions resulting from the soft-sell approach.

D) When the beliefs of others are presented as definite and forceful claims, they are perceived to be as accurate as self-generated beliefs.

E) Despite the advantages of implicit conclusions, the hard-sell approach involves fewer risks for the advertiser than does the soft-sell approach.

Sir,
why Option B is not correct ?
I approached this option by taking into account that hard-sell approach often leads to counter argumentation ,and in third para it is mentioned that conclusion derived from soft-sell approach are more accessible from memory than those derived from
hard sell.
therefore, I thought that conclusions which are readily accessible are derived using soft - sell approach and thus leads to less counterargument.
please guide me.
Thank you.

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RaviChandra

A key decision required of advertising managers is whether a “hard-sell” or “soft-sell” strategy is appropriate for a specific target market. The hard-sell approach involves the use of direct, forceful claims regarding the benefits of the advertised brand over competitors’ offerings. In contrast, the soft-sell approach involves the use of advertising claims that imply superiority more subtly.

One positive aspect of the hard-sell approach is its use of very simple and straightforward product claims presented as explicit conclusions, with little room for confusion regarding the advertiser's message. However, some consumers may resent being told what to believe and some may distrust the message. Resentment and distrust often lead to counter argumentation and to boomerang effects where consumers come to believe conclusions diametrically opposed to conclusions endorsed in advertising claims. By contrast, the risk of boomerang erects is greatly reduced with soft-sell approaches. One way to implement the soft-sell approach is to provide information that implies the main conclusions the advertiser wants the consumer to draw, but leave the conclusions themselves unstated. Because consumers are invited to make up their own minds, implicit conclusions reduce the risk of resentment, distrust, and counter argumentation.

Recent research on consumer memory and judgement suggests another advantage of implicit conclusions. Beliefs or conclusions that are self-generated are more accessible from memory than beliefs from conclusions provided explicitly by other individuals, and thus have a greater impact on judgment and decision making. Moreover, self-generated beliefs are often perceived as more accurate and valid than the beliefs of others, because other individuals may be perceived as less knowledgeable, or may be perceived as manipulative or deliberately misleading.

Despite these advantages, implicit conclusions may not always be more effective than explicit conclusions. One risk is that some consumers may fail to draw their own conclusions and thus miss the point of the message. Inferential activity is likely only when consumers are motivated and able to engage in effortful cognitive processes. Another risk is that some consumers may draw conclusions other than the one intended. Even if inferential activity is likely, there is no guarantee that consumers will follow the path provided by the advertiser. Finally, a third risk is that consumers may infer the intended conclusion but question the validity of their inference.

RC00492-07 It can be inferred from the passage that the research mentioned in line 43 (Recent research on consumer memory and judgment) supports which of the following statements?

A) implicit conclusions are more likely to capture accurately the point of the advertiser’s message than are explicit conclusions.

B) Counterargument action is less likely to occur if an individual’s beliefs or conclusions are readily accessible from memory.

C) The hard-sell approach results in conclusions that are more difficult for the consumer to recall than are conclusions resulting from the soft-sell approach.

D) When the beliefs of others are presented as definite and forceful claims, they are perceived to be as accurate as self-generated beliefs.

E) Despite the advantages of implicit conclusions, the hard-sell approach involves fewer risks for the advertiser than does the soft-sell approach.

Show Spoiler

OA:C

Abhivas

GMATNinja VeritasKarishma abhimahna souvik101990 gmatexam439 chetan2u egmat AndrewN Brian123

Post POE I was down to B and C and evaluated both for over 3 long minutes. Both seemed correct. Like Abhivas marked B
I'm curious to know what makes B incorrect and C score over it and how would you guys go about answering within a couple of minutes.
Many thanks.

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Bunuel Sajjad1994 Options D and E are incorrectly stated in Question 5 of the passage
D is advertiser instead of advertisment's
E is refuted instead of refunded
Just happen to come across it. Thought I should let you guys know

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Jainam24

RaviChandra

Show Spoiler

OA:C

Abhivas

Here are the relevant lines:

"Recent research on consumer memory and judgement suggests another advantage of implicit conclusions. Beliefs or conclusions that are self-generated are more accessible from memory than beliefs from conclusions provided explicitly by other individuals, and thus have a greater impact on judgment and decision making."

The "recent research" suggest this advantage - Self generated beliefs are more accessible from memory and hence, have a greater impact on judgment and decision making.

Recall-ability is higher with self generated beliefs. This is turn leads to greater impact on decision making (when you recall it, you are able to consider it in your decision)

So the research supports this higher recall-ability.

B) Counterargument action is less likely to occur if an individual’s beliefs or conclusions are readily accessible from memory.

It just says that readily accessible beliefs have a greater impact on judgment and decision making. Does it mean that people decide in favour of the argument made? Not necessary. They do consider it while making a decision but do they decide in its favour? We don't know. What the final action is, we are not given.

C) The hard-sell approach results in conclusions that are more difficult for the consumer to recall than are conclusions resulting from the soft-sell approach.

Correct. This is what the research suggests. That soft sell approach leads to self generated beliefs which are easier to recall.

Answer (C)

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VeritasKarishma thanks for the prompt response as always

I chose B based on the following line:
"Moreover, self-generated beliefs are often perceived as more accurate and valid than the beliefs of others, because other individuals may be perceived as less knowledgeable, or may be perceived as manipulative or deliberately misleading."

Doesn't this make B correct? When"beliefs are often perceived as more accurate and valid than the beliefs of other" doesn't it lead to counterargument action to be less likely? Or am I making a leap in assuming this?

I understand why C is the answer but I want to learn how I could effectively eliminate B.

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Jainam24

But does the research suggest this next line? The research only suggests about the recall-ability. The question asks you what the research supports, not what the author thinks.
Read every question stem very carefully. The specific data questions have a narrow focus.

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Ah! Got my mistake. Thanks a ton VeritasKarishma.

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Edited it!

Thank you

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Abhivas

VeritasKarishma is pretty spot-on in her posts here and here. The problem with (B) in question 7 is that not all of it is supported by the research in line 43. Sure, the research supports the idea that the implicit conclusions generated by the soft-sell approach are more accessible from memory than the explicit conclusions generated by the hard-sell approach (as in (C)). But this is as much as the research itself supports.

In order to conclude that counterargument action is less likely to occur, we have to look elsewhere in the passage. So, when we’re looking for an answer choice supported by the research mentioned in line 43, (C) is the best option.

I hope that helps!

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Dont these lines "Because consumers are invited to make up their own minds, implicit conclusions reduce the risk of resentment, distrust, and counter argumentation." suggest answer for Question 3 is option E.

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Question 3

KaushalKhatri

Take another look at the exact wording of question 3:

Quote:

3. It can be inferred from the passage that advertisers could reduce one of the risks discussed in the last paragraph if they were able to provide...

This asks us to infer how advertisers can reduce one of the risks mentioned in the last paragraph. What are those risks?

"Some consumers may fail to draw their own conclusions and thus miss the point of the message." The reason why this happens is that "inferential activity is likely only when consumers are motivated and able to engage in effortful cognitive processes."
"Some consumers may draw conclusions other than the one intended."
"Consumers may infer the intended conclusion but question the validity of their inference."

Does (E) show how advertisers can reduce one of these risks? Here's (E):

Quote:

E) [Advertisers could reduce one of the risks discussed in the last paragraph if they were able to provide] opportunity for consumers to generate their own beliefs or conclusions

(E) doesn't correlate to any of the risks mentioned in the last paragraph. It does show one of the advantages of soft-sell strategies in comparison to hard-sell strategies, but that's not what the question asks us to do.

Compare that to (A):

Quote:

[Advertisers could reduce one of the risks discussed in the last paragraph if they were able to provide] motivation for consumers to think about the advertisement’s message

This is directly tied to the first risk mentioned in the last paragraph. Consumers are likely to miss the point of soft-sell messages when they are not motivated to think. So, by providing motivation to think, advertisers can reduce the risk that consumers miss the point of the message.

(E) is out, and (A) is the correct answer to question 3.

I hope that helps!

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Thanks for the help, I can see the reasoning now.

GMATNinja

Question 3

KaushalKhatri

Take another look at the exact wording of question 3:

Quote:

3. It can be inferred from the passage that advertisers could reduce one of the risks discussed in the last paragraph if they were able to provide...

This asks us to infer how advertisers can reduce one of the risks mentioned in the last paragraph. What are those risks?

"Some consumers may fail to draw their own conclusions and thus miss the point of the message." The reason why this happens is that "inferential activity is likely only when consumers are motivated and able to engage in effortful cognitive processes."
"Some consumers may draw conclusions other than the one intended."
"Consumers may infer the intended conclusion but question the validity of their inference."

Does (E) show how advertisers can reduce one of these risks? Here's (E):

Quote:

E) [Advertisers could reduce one of the risks discussed in the last paragraph if they were able to provide] opportunity for consumers to generate their own beliefs or conclusions

Quote:

[Advertisers could reduce one of the risks discussed in the last paragraph if they were able to provide] motivation for consumers to think about the advertisement’s message

HeenaKandoi

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10 Sep 2021, 03:17

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Question no. 6
Can anyone please help me to understand why option A is not correct?
"However, some consumers may resent being told what to believe and some may distrust the message. Resentment and distrust often lead to counter argumentation and to boomerang effects where consumers come to believe conclusions diametrically opposed to conclusions endorsed in advertising claims."
This part of the passage clearly explains what leads to the boomerang effect.

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15 Sep 2021, 14:11

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I understand why A is correct but I fail to see why E is wrong. E states "Advertisers could reduce one of the risks discussed in the last paragraph if they were able to provide opportunity for consumers to generate their own beliefs or conclusions"

Doesn't the last part of E directly address the part in the first risk that states "Some consumers may fail to draw their own conclusions"?

GMATNinja

Question 3

KaushalKhatri

Take another look at the exact wording of question 3:

Quote:

3. It can be inferred from the passage that advertisers could reduce one of the risks discussed in the last paragraph if they were able to provide...

This asks us to infer how advertisers can reduce one of the risks mentioned in the last paragraph. What are those risks?

"Some consumers may fail to draw their own conclusions and thus miss the point of the message." The reason why this happens is that "inferential activity is likely only when consumers are motivated and able to engage in effortful cognitive processes."
"Some consumers may draw conclusions other than the one intended."
"Consumers may infer the intended conclusion but question the validity of their inference."

Does (E) show how advertisers can reduce one of these risks? Here's (E):

Quote:

E) [Advertisers could reduce one of the risks discussed in the last paragraph if they were able to provide] opportunity for consumers to generate their own beliefs or conclusions

Quote:

[Advertisers could reduce one of the risks discussed in the last paragraph if they were able to provide] motivation for consumers to think about the advertisement’s message

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18 Sep 2021, 09:12

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Question 6

HeenaKandoi

The problem is that the portion of the passage that you mention identifies “resentment and distrust” as causes of the boomerang effect. But it indicates that “consumers come to believe conclusions diametrically opposed to conclusions endorsed in advertising claims” in its explanation of what the boomerang effect is.

In other words, by definition, the boomerang effect is when consumers believe conclusions diametrically opposed to those in an advertiser’s message. But simply being exposed to those claims does not CAUSE the boomerang effect. For that reason, we can eliminate (A).

I hope that helps!