【OG24-468题】According to the passage, the studies referred to in highlight text reported which of the following about the effect of price on consumers’ perception of the performance risk associated with a new product?_mofa留学圈mofaGRE在线题库系统_GRE在线搜题_GRE题库解析_GRE真题机经_GRE课程_GRE培训机构

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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 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 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 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 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 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 of the performance risk associated with an advertised product.

According to the passage, the studies referred to in highlight text reported which of the following about the effect of price on consumers’ perception of the performance risk associated with a new product?

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. Price interacts with the presentation of an advertised message to affect perceived performance risk. Price does not significantly affect consumers’ perception of the performance risk associated with a new product. Consumers tend to regard price as more important than the manufacturer's credibility when they are buying from that manufacturer for the first time. Consumers are generally less concerned about a new product's performance risk when that product is relatively expensive.

正确答案： C

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文章大意逻辑
许多研究致力于探究消费者尝试新产品的动机。先前研究表明新产品价格和广告方式会影响消费者对产品性能风险的认知。一些研究认为高价会降低消费者对性能风险的认知，另一些则认为价格影响小或无影响。这些冲突发现可能源于产品广告性质，最近研究指出广告信息呈现方式对价格和感知性能风险关系有显著影响。此外，研究人员确定消费者对广告信息来源可信度（即制造商）的认知也是影响感知性能风险的因素，不过来源可信度和感知性能风险关系可能更复杂，它可能与价格微妙互动影响消费者判断。 文章类型及逻辑简图
文章类型：研究观点对比。逻辑简图： Much research: investigate consumer motivation to try new products Previous research: price & advertisement affect performance risk perception Some: high price reduces performance risk perception Others: price has little or no effect Recent study: advertisement message presentation affects price performance risk relationship Researchers: source credibility affects performance risk perception One study: greater source credibility, lower performance risk perception Past research: source credibility performance risk relationship is complex, may interact with price 做题方法及问题类型
这是一道细节题，通过定位文中关于价格对消费者感知新产品性能风险影响的相关研究表述来解题。 选项分析
A选项：文中未提及消费者对性能风险的感知最终由制造商声誉决定，无中生有，排除。 B选项：文中重点强调的是广告信息呈现方式影响价格和感知性能风险关系，而非价格与广告信息呈现方式相互作用，偷换概念，排除。 C选项：对应文中“other studies have reported that price has little or no effect on perceived performance risk”，即价格对消费者感知新产品性能风险没有显著影响，正确。 D选项：文中没有将消费者对价格和制造商可信度的重视程度进行比较，无中生有，排除。 E选项：与文中“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”表述不符，排除。

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