Much research has been devoted to investigating what motivates consume

Question

Line  
 
 Much research has been devoted to 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
 
 (5)  
 
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
 
 (10)  
 
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
 
 (15) 
 
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.

Researchers have identified consumers’ perception
 
 (20)  
 
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
 
 (25)  
 
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
 
 (30) 
 
of the performance risk associated with an advertise product.
 
   1 
(Book Question: 415)
 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.
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 
(Book Question: 416)
 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.
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 
(Book Question: 417)
 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
D. describing a new approach to researching why consumers try new products
E. discussing certain findings regarding why consumers try new products

4 
(Book Question: 418)
 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.
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.

OG 2019 ID's:
RC00359-01
RC00359-03
RC00359-05
RC00359-06

shra1raju · Accepted Answer

I have taken 2mins to read, comprehend and write the point of the passage.

I took 
135secs- 1st Q - Wrong
110secs- 2nd Q - Right
80secs-3nd Q - Right
130secs-4th Q -Right

This is how I solved this Qs

Q1: I did this wrong, so below is the analysis of my research.

This is a specific Question. To solve any specific Question, there is a clean two-step process exists IMO
Step1: Know the context: It points out line #12. After reading What I comprehend is that other studies claim that Price has nothing to do with perceived performance risk. Simple and sweet.

Step2: Match step1's comprehension with answer choices
A- Nowhere in the entire passage that I read there is something about reputation, I read something about credibility, but nothing about reputation. Moreover, this is no way related to context given by the Q - Eliminated
B- Note. 'Presentation' is at the end of the passage. No related to the context - Eliminated
D- 'Credibility' game is in the second paragraph. - Eliminated

Devil options: C Vs D:
C-This choice matches my comprehension. - Correct
E- This is a sucker answer for people who won't follow rules. If you read only Line#12, you can directly tell is not that is in context. But Sophomaniac like me read line #11 and ticks this the right answer. BUT this is a right answer to a different Q.

Take away:  Even Q gives a clear context to search in the passage, always stick to the context.

Q2: This is Specific Q again
Step1: Reading the line #25 and I can understand that (Source Credibility + Price ) --- Effect--> Consumer's perception
Step2: Hunting time:

A- It is a crap choice because it is mixing the relation by saying Price---Push---Consumer--->Credit the advertised product -Eliminated
B- See this choice tells that knowing manufacturer---> Consumer's perception. Two things to see, there is a Price component missing in the equation and moreover test maker make a trap by implying Familiar = credibility, which is not. Everyone knows apple but not all think it is a credible branch.
C- Well it tells exactly the step1's comprehension - So, it is correct
D- it is some way some as B, familiar --> Consumer's perception -- Eliminated
E- it says that Price ---> Consumer's perception - it is missing the Source credibility component in the equation - Kill it

Q3: Primary purpose Q
This is how I play with Primary purpose Q
A- Poor author is challenging on one - Eliminated
B- No author is not suggesting anything, because I didn't read anything of this sort "Do this, Do that, this is better than that, this is bad".No other did not do that-- Eliminated
C- Reconciling views, NO. The author mentioned all the research finding politely but did not reconcile/merge any finding. _ Eliminated
D - All the passage is filled with boring research finding, no approach is discussed - Eliminated
E - See, frankly speaking, I don't find this choice 100% cool. Because it says the discussing findings WHY consumers try new products. While the whole passage speaks about WHAT effects consumers' perception. But it is better than other choices.

Q4: This is the first time I'm seeing a weaken Q in RC. But I love CR Qs all the time.
Context is line #8: it says that Some researchers concluded that if the product is sold at high price, people will be less skeptic about the product. Like everyone feels safe to invest $1000 for an iPhone.
Strategy in Mind: As it is a weaken Q, I have to prove that High price is not a factor in reducing skepticism of a consumer.

A- It says that consumer responded the same way when showed the same product with high price and low price tags - Correct, it will prove that the High price is not a factor in consumers' perception
B- Who the heck is talking about advertising now, out of context. Kill it and move on because we have a better option already in the queue. So you can be little harsh on choices
C- This is kind of supporting the Line#8 - Old school games played by test makers - ELiminated
D- The first word 'NONE' kind of turned on the Red bulb in my head- Too extreme. Moreover, we are talking about perception, no way buying is in the game- Eliminated
E- This is again pointing to buying, which is out of the context - ELiminated.

I hope this analysis help you. If you find anything wrong above, please correct me, LEARNING MATTERS.

GMATNinja · Answer

Question 3 
 
Keep in mind that the explanations in the OG books aren't written by the same people who develop the questions, and the quality of the explanations varies greatly.

To answer broad questions like #3, first break down the passage as a whole to determine the purpose of each paragraph:

Paragraph 1
  First, the author introduces a topic of research: "what motivates consumers to try new products." 
 Then, the author describes two studies about this topic. These studies conflict with one another regarding how  price  impacts consumers. 
 Finally, the author proposes an explanation for the conflicting studies: differences in product  advertisements.

Paragraph 2
  The author provides further detail about studies that investigate  advertisements.  
 The author discusses research that show the relationship between price and advertisements to be subtle and complex.

Overall, the author is primarily concerned with introducing a topic of study and exploring the research about that topic.

Which answer choice captures this primary concern?
 
The author doesn't  challenge  any of the research. Instead, he/she just  presents  a bunch of different research findings.

(A) is out.

The author doesn't actually  suggest  any particular marketing strategies -- he/she presents research that links advertising to consumer choices, but doesn't advocate any new strategies.

Eliminate (B).

Price is ONE of the factors that the author discusses, but he/she isn't MORE concerned about price than advertisements. He/she is interested in the effect of BOTH price and advertisements on consumer choice. So, it isn't quite right to say that the author is primarily concerned with price.

In addition, while the author does say that there is conflict between two studies of price, he/she doesn't put too much effort into reconciling those two views. At the end of the first paragraph, the author mentions one possible resolution -- but then he/she undermines that resolution by presenting a more subtle and complex picture in the second paragraph. Overall, the author is more interested in presenting a bunch of research, not in reconciling two different views.

(C) is out.

The author doesn't describe a NEW approach to researching this topic. Instead, he/she discusses a bunch of research that  has already been done.

Get rid of (D).

Here we go! The author discusses a bunch of different studies that explore this topic.

(E) is the correct answer to question 3.

I hope that helps!

sumert · Answer

I am trying to figure out why choice E is not valid on the second question.
The passage says: "source credibility may interact with price in a subtle way to affect consumers’ judgments"
Can it not be inferred that the price is the smaller variable in the equation than the source credibility?
How do you know that this research is telling that price and source credibility are equally responsible?
Choice C would've made a great choice if the passage didn't have the word "subtle".

Does it make sense? Or am I overthinking this?
 mikemcgarry   GMATNinja  ?

GMATNinja · Answer

Question 2 
 
Take another look at the exact wording of the relevant piece of the passage:
 
From this, we know that the "past research" suggests that two factors (source credibility and price) interact with each other in a "subtle way," and that this interaction affects consumers' judgments about performance risk.

Question #2 asks us what this "past research" suggests about perceived performance risk.

Now take another look at answer choice (E):
 
As explained above, the "past research" shows that source credibility and price interact with each other and that this interaction affects consumers' perception about performance risk. However, it does not suggest that price has  less  impact than source credibility.

In your analysis, you asked "How do you know that this research is telling that price and source credibility are equally responsible?" We actually don't know that they are equally responsible -- with only the information in the passage, either of the two factors could be more responsible, or they could be equally responsible. However, to eliminate (E) we don't need to prove that they are equally responsible. We just need to show that the "past research" doesn't specifically suggest that price has less impact than the manufacturer's credibility. For this reason, (E) is out.

Let's look at (C):
 
This answer choice closely mirrors the wording in the passage. The word "subtle" in the passage just gives additional information about the exact nature of the interaction between the two factors. The research definitely suggests that consumers' perception of performance risk may be influenced by an interplay between price and the credibility of the manufacturer, so (C) is our answer for question #2.

I hope this helps!

Nonktp · Answer

GMATNinja  For the question 4, I chose E since I thought that the source credibility for a product is something else (another cause) that reduces a customer's perception of the performance risk associated with purchasing a produce. Hence, this choice could also weaken the conclusion as well. (I assumed that "the more customers were willing to pay for it" means lower performance risk since customer tends to buy a product with lower performance risk.)

Harsh2111s · Answer

Hi Nonktp , For weakening questions, first try to understand the conclusion that we have to weaken. Hence refer below statement from passage. "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." Now in conclusion we are talking about high price and its effect on consumer perception of performance risk. Lets look at option D "Researchers found that the higher the source credibility for a product, the more consumers were willing to pay for it." Source credibility and high price are two different things. Even though source credibility is higher and consumer are willing to pay, we can't conclude on its effect on consumer perception. hence option D is not telling anything. Look option 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." Here option A destroys the conclusion completely, if relatively low price and high price have same effect on perception,our conclusion is weakened. Hope it helps!

Now in conclusion we are talking about high price and its effect on consumer perception of performance risk.

IloveMBA123 · Answer

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.

Hi Experts, help~

The sentence (high price will reduce a consumer’s perception  of the performance risk  associated with purchasing a particular product)

The phrase (associated with purchasing a particular product) is modifying the noun "perception"?

If i ignore the preposition or phrases altogether. The sentence would become "high price will reduce a consumer’s perception"?

Please help to confirm my understanding. THanks~

GMATNinja · Answer

"Associated with purchasing a particular product" modifies "performance risk," not "perception."

I'm not sure why you would ignore these prepositional phrases -- I'm guessing that you picked up a weird habit on SC and decided to apply it to RC? The author is describing perceived performance risks with regards to a particular product, not the ability of consumers to perceive things in general.

I hope this helps!

homersimpsons · Answer

OE 
Q1. 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.
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.
 Supporting ideas 
The question asks about information explicitly provided in the passage. The first paragraph explains that there are conflicting findings in the research about how the price of a product affects a consumer’s perception of the performance risk of that product. Some studies have found that higher priced products reduce the perception of performance risk. The other studies referred to in line 12, however, have found little or no connection between price and perceived performance risk.
A. The passage does not mention that these studies consider the manufacturer’s reputation.
B. The passage does not mention that these studies consider advertising messages.
C.  Correct . The passage indicates that these studies have found little or no connection between relative price and consumers’ perception of performance risk.
D. The passage does not mention that these studies consider the manufacturer’s credibility.
E. Although some studies have found that a relatively high price reduces the perception of performancerisk, the passage explains that the studies referred to in line 12 have not confirmed that finding.
 The correct answer is C.

Q2. 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.
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.
 Supporting ideas 
The question asks about information explicitly provided in the passage. The second paragraph explains that, according to some research, consumers perceive a product as having less performance risk when they trust the source of advertising about that product. Past research, however, suggests that performance risk is affected not merely by the credibility of the source, but by an interaction between source credibility and the price of the product.
A. The passage does not indicate that the past research addressed the question of how the price of a product affects consumers’ perception of advertised claims. It only says that the research suggests that the two factors interact.
B. Although the passage discusses consumers’ perception of how risky a purchase might be, it does not address the relationship between familiarity and willingness to assume risk.
C.  Correct . The past research suggests that performance risk is affected by an interaction between the price of the product and the credibility of the source of the advertising about the product—in other words, the manufacturer.
D. The past research suggests that consumers’ beliefs about a product’s performance are affected not merely by their perception of the manufacturer, but by an interplay between source credibility and product price. The passage does not mention any possible role of prior experience in this interplay.
E. The passage does not discuss whether price or the manufacturer’s credibility has more of an effect on perceived performance risk.
 The correct answer is C.

Q3. 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
D. describing a new approach to researching why consumers try new products
E. discussing certain findings regarding why consumers try new products
 Main idea 
The question depends on understanding the passage as a whole. The passage begins with a statement explaining that much research has investigated what motivates consumers to try new products. It thendefines one such motivating factor—perception of performance risk. The remainder of the passage summarizes research into how price and a manufacturer’s advertising affect consumers’ perception of performance risk.
A. The passage summarizes research findings that conflict with one another but does not support some findings over others.
B. The passage does not suggest any new marketing strategies.
C. The first paragraph mentions a study that could reconcile two conflicting findings, but this is only a supporting point in the passage’s larger purpose of summarizing research.
D. The passage does not describe new research approaches.
E.  Correct.  The passage discusses studies about performance risk, which is a factor that motivates consumers to try new products.
 The correct answer is E.

Q4. 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.
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.
 Evaluation 
The question depends on evaluating the reasoning behind the conclusions of some research and deciding which evidence would weaken them. The research concludes that higher prices reduce consumers’ perception of performance risk associated with a particular product. This conclusion involves a claim of cause and effect, so evidence showing that higher prices do not cause that effect would weaken the argument.
A.  Correct . If lowering prices has no effect on consumers’ perception of performance risk, the conclusions of the research are called into question.
B. A correlation between quality of advertising and perceived performance risk is not clearly relevant to the research conclusions about the effects of price.
C. This answer choice provides no basis for comparison among prices within the subsequent study. For all we can tell, the prices that correlated with higher perceived performance risk in the subsequent study may have been lower than those that correlated with lower perceived risk. In that case, the subsequent study would tend to strengthen, not weaken, the conclusions drawn from the earlier research.
D. Consumers’ lack of familiarity with other products from the manufacturers is not clearly relevant to the studies’ conclusions about the effects of price.
E. Credibility of the source of advertisements is discussed as a separate issue in the second paragraph and is not clearly relevant to these studies’ conclusions about the effects of price. To the extent that it may be obliquely relevant, it tends to strengthen, rather than to weaken, the conclusions.
 The correct answer is A.

rocky620 · Answer

Hi Experts,
 I have a general query, related to RC passage as whole.

Are all questions in a particular RC passage, of the same difficulty level or there may/can be multiple levels of difficulty in them?

Thanks.

AndrewN · Answer

Good question,  rocky620 . If the OG is any indicator, the questions from one passage are all grouped together under one general level of difficulty. However, given the computer-adaptive nature of the test and the fact that some passages in the OG and Verbal Review have seven or eight questions (something that will not happen on the test), I suspect that within a general level of difficulty, certain questions may be cycled in or out based on test-taker performance.

- Andrew

CEdward · Answer

Experts can you please chime in on how clear it will be on the actual exam when the question mentions "Line X"? The very first question here mentions line 12 which is the part of the passage that cites multiple studies...I could get the question wrong simply by failing to identify what line the question is referring to.

I also think some of the answers to two of the questions are blasphemy. See my reasoning for the primary purpose...I would argue that yes there was some reconciliation happening...we understand better why the two studies in paragraph one were conflicting via the performance of subsequent studies on advertising.

The passage is primarily concerned with
 
A. challenging the implications of previous research into why consumers try new products
-challenging is the wrong verb

B. suggesting new marketing strategies for attracting consumers to new products
-new marketing strategies is blatantly incorrect

C. reconciling two different views about the effect of price on consumers’ willingness to try new products
-Correct: the two views are found in the first paragraph, one view is that high price reduces consumer’s perception of performance risk and the other view suggests that price has little/no effect. Subsequent studies shed light on the impact of advertising presentation/manufacturer credibility on this relationship.

D. describing a new approach to researching why consumers try new products
-no…new approaches to researching is blatantly incorrect

E. discussing certain findings regarding why consumers try new products
-this is a pedestrian and non-complex view of the passage

I also thought that the weakener question was fishy...although I got the correct answer...the first choice compares two groups of consumers...if we were to show the same group of consumers products with low prices and find that, that perception was the same when they were shown the same products priced more expensively then yes we would have a weakener...

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.

Correct, remember that the conclusion from that study was high price reduces a consumer’s perception of risk. Cause and effect. So if consumers who view products with low prices had the same perception as those shown the same products priced higher than this weakens…cause is removed.

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.
-quality of advertising was not part of this study

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.
-no…incorrect

D. None of the consumers involved in this research had ever before bought products from the manufacturers involved in the research.
-no…where’s this mention of people buying products for the first time…it’s nowhere.

E. Researchers found that the higher the source credibility for a product, the more consumers were willing to pay for it.
-credibility was not part of this research

GMATRockstar · Answer

A video explanation for Question #415, the first Detail question for this passage:

https://www.youtube.com/watch?v=OY2MK5eyof8

wishmasterdj · Answer

I agree with your reasoning in Q3. In fact, I used the exact same argument to mark C.

GMATNinja  Can you please help clarify this? Also, if you could give some cues on where 'reconcile' may be more valid? Thanks!

GMATNinja · Answer

Question 3 
 
The problem is that the passage is not  primarily  concerned with the impact of price on consumers’ willingness to try new products. While the first paragraph focuses on price, the second paragraph is focused on manufacturer credibility. It merely mentions price at the end of the paragraph to show how source credibility alone does not account for perceived performance risk. So, the passage as a whole is not primarily concerned with the price.

Moreover, “to reconcile” means to make or show to be compatible. The two views you mentioned cannot be compatible and thus cannot be reconciled. Either price reduces perception of performance risk, or it has little/no effect. It cannot be that price both reduces and has little/no effect on perception of performance risk. Perhaps, as the passage indicates, price and other factors interact to impact perception of performance risk. But that does not  reconcile  the two views. Rather, it presents a third, alternative view.

I hope that helps!

noellee · Answer

hi experts~
 we can see the 3rd question's explain on OG(main idea): "it then defines one such motivating factor-perception of performance risk." 
 i just want to ask why…plzzz

RaevMayfly · Answer

I'm still confused in Q3. I chose option C because in line 14 it says:
 
In my understanding, the main discussion was between two opposing theories on price vs performance risk and advertising was only used to reconcile these theories. Ads weren't the main consideration of the argument (as is mentioned in E)
Please help.

GMATNinja · Answer

Question 3 
 
While (C) may be an adequate description of the first paragraph, it really doesn’t capture the author’s primary purpose in the second paragraph. In the second paragraph, the author proceeds to investigate manufacturer credibility, and (C) does not address that.

Check out  this post  and  this post  for more on (C), and let us know if you have any further questions!

Dinesh654 · Answer

Hello experts,

I got stuck in question 3 primary purpose between A and E

heres how I interpreted paras-

first para- author presents what motivates consumer to try new products

1 study- price effects- PPR (perception)
while another study- price has less or no effect on PPR - challanging previos study

2nd para-
study- source's credibility effects- PPR
but another study - source credibility's effect is complex; its price+credibility effects - PPR (again some how challanging)

therefore I chose A

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

however in E

discussing certain findings regarding why consumers try new products

but passage is talking about- what motivation consumers trying new products- is it price or advertisement or source. Why consumer try new product is vague and not related

where I am wrong?
please explain!
Thanks

Much research has been devoted to investigating what motivates consume

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Much research has been devoted to investigating what motivates consume

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