Researchers wanted to study how consumers' reactions to an ad may be affected by other ads. The researchers began by...
GMAT Information and Ideas : (Ideas) Questions
Researchers wanted to study how consumers' reactions to an ad may be affected by other ads. The researchers began by showing study participants an ad for a product, with some seeing a less detailed ad and others seeing a more detailed one. Then, all participants viewed the same second ad for a store and shared their opinion of the store based on this second ad. Participants who had first seen an ad less detailed than the second ad had a higher opinion of the store than the participants who had first seen a more detailed ad. The researchers concluded that reactions to an ad may be affected by ______
Which choice most logically completes the text?
the number of people who viewed the ad.
the length of time viewing previous ads.
the amount of detail viewed in previous ads.
the time of day that the ad is viewed.
Step 1: Decode and Map the Passage
Part A: Create Passage Analysis Table
| Text from Passage | Analysis |
|---|---|
| Researchers wanted to study how consumers reactions to an ad may be affected by other ads |
|
| The researchers began by showing study participants an ad for a product, with some seeing a less detailed ad and others seeing a more detailed one |
|
| Then, all participants viewed the same second ad for a store and shared their opinion of the store based on this second ad |
|
| Participants who had first seen an ad less detailed than the second ad had a higher opinion of the store than the participants who had first seen a more detailed ad |
|
| The researchers concluded that reactions to an ad may be affected by blank |
|
Part B: Provide Passage Architecture and Core Elements
Visual Structure Map:
RESEARCH QUESTION → EXPERIMENTAL DESIGN (Phase 1: First ad detailed vs. less detailed, Phase 2: Same second ad for all, Measurement: Opinion of store) → RESULTS (Less detailed first ad → Higher store opinion, More detailed first ad → Lower store opinion) → CONCLUSION - incomplete (Reactions affected by blank)
Main Point: A research study found that peoples reactions to an advertisement can be influenced by the characteristics of ads they viewed previously.
Step 2: Interpret the Question Precisely
This is a fill-in-the-blank question asking us to choose the best logical connector. The answer must create the right relationship between what comes before and after the blank.
Step 3: Prethink the Answer
- The study specifically tested one variable - the level of detail in the first advertisement
- Participants who saw a less detailed first ad reacted more positively to the second ad than those who saw a more detailed first ad
- This means the detail level of previous ads influenced their reactions to subsequent ads
- The right answer should reflect this key finding - that the amount or level of detail in previously viewed advertisements affects how people react to new ads
the number of people who viewed the ad.
✗ Incorrect
- Refers to the number of people who viewed the ad
- The study did not test or measure how many people viewed ads - it focused on individual reactions based on previous ad exposure
the length of time viewing previous ads.
✗ Incorrect
- Refers to the length of time viewing previous ads
- Time spent viewing was not mentioned as a variable in the study
the amount of detail viewed in previous ads.
✓ Correct
- States the amount of detail viewed in previous ads
- Perfectly matches the study design where some participants saw less detailed first ads while others saw more detailed ones
- Directly explains the results - the detail level of the first ad affected opinions of the second ad
the time of day that the ad is viewed.
✗ Incorrect
- Refers to the time of day that the ad is viewed
- Timing was not mentioned anywhere in the study design or results