QUESTION TEXT: Advertising tends to have a greater influence on…
QUESTION TYPE: Paradox
PARADOX: Advertising affects yogurt preferences more than it affects milk preferences.
Yet when LargeCo advertised its store-brands, sales of store-brand milk increased faster than store-brand yogurt.
ANALYSIS: We would ordinarily expect an ad campaign to increase yogurt sales more than it increases milk sales. But after this ad campaign, milk sales increased more. There are at least two ways to explain this:
- Some unique factor in the ad campaign made it relatively more effective for milk.
- Some outside factor increased milk sales or decreased yogurt sales. (Ads are not the only reason products sell)
To properly explain the paradox, you need an answer that shows a difference between milk and yogurt. Only D and E do this. On paradox questions, most answers can be eliminated for similar reasons.
- This doesn’t help, because it doesn’t tell us anything about milk. We need an answer that explains a difference between milk and yogurt.
- Who cares? The question is asking about the changes in yogurt and milk sales. We only care about why people buy each product. It doesn’t matter if people buy yogurt and milk together or separately.
- This doesn’t let us distinguish between milk and yogurt. Both are dairy products.
- CORRECT. This is a good explanation. It shows that the ad campaign wasn’t the only factor in yogurt sales. So it’s possible that the ad campaign helped yogurt more than it helped milk, but the nationwide drop in yogurt sales wiped out much of the benefits of the ad campaign.
- This makes the situation more confusing. The ad campaign shouldn’t have affected milk sales if people mainly buy milk based on price. We’re not told that milk prices changed.
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