Q1 목적 다음 글의 목적으로 가장 적절한 것은?

• ① to advise companies to make honest advertisements
• ② to describe the history of consumer research
• ③ to explain how curiosity influences product trials
• ④ to criticize the use of false claims
• ⑤ to report the results of housewife surveys

정답 ③

해설 본문은 Maloney의 연구 결과를 통해 소비자의 'curious nonbelief(호기심 어린 불신)'가 어떻게 제품 시도로 이어지는지를 설명하고 있으므로 'to explain how curiosity influences product trials'가 정답이다.

Q5 제목 다음 글의 제목으로 가장 적절한 것은?

• ① Curiosity Is More Powerful Than Believable Advertising
• ② How To Improve Your Brand Marketing Strategy
• ③ The Basic Process Of Changing Consumer Attitudes
• ④ Why People Choose To Buy New Products
• ⑤ The Hidden Value Of Doubting Product Claims

정답 ⑤

해설 'The Hidden Value Of Doubting Product Claims'은 광고를 믿지 못하는 소비자들의 '호기심 어린 불신(curious nonbelief)'이 오히려 제품 시도로 이어질 수 있다는 글의 핵심 내용을 가장 잘 포착하고 있다.

Q8 빈칸문장-객관식 다음 빈칸에 들어갈 말로 가장 적절한 것을 고르시오.

• ① Initial skepticism often prevents consumers from developing a positive attitude toward unfamiliar brand names.
• ② The latter was tied into beliefs that actual product experience was necessary to fully judge the claims.
• ③ Most housewives preferred advertisements that featured clear and honest information about the ingredients.
• ④ The results indicated that simple curiosity does not guarantee a long-term loyalty to the product.
• ⑤ The research team concluded that skeptical consumers are generally less likely to purchase new goods.

정답 ②

해설 앞 문장에서 '호기심 어린 불신(curious nonbelief)'을 가진 집단이 언급되었고, 이 문장은 그 집단이 왜 그런 태도를 갖게 되었는지(직접 경험이 필요하다고 믿었기 때문)에 대한 이유를 설명하며 뒤 문장의 '시도 의향'으로 이어지는 가교 역할을 합니다.

Q10 순서배열 주어진 글 다음에 이어질 글의 순서로 가장 적절한 것을 고르시오.

[주어진 글]
In a consumer research classic, Maloney proposed that the disbelief most people experience when encountering exaggerated product claims is often overwhelmed by a natural curiosity. When advertising information conflicts with existing beliefs, the resulting disagreement must be somehow resolved. This is often done by yielding to the message and trying out the product in an attempt to readjust personal attitudes toward the brand.

(A) In his study, a sample of housewives was exposed to advertisements for food products and then divided into two groups: those participants that found the ad claims to be believable and the others that thought they were hard to believe. The latter group was further divided into two groups, those who confidently disbelieved the claims and those who had what Maloney described as a curious nonbelief.

(B) However, Maloney's results showed that more consumers who were in the curious nonbelief group were ready to try the product (44%) than in the group that expressed no concerns about (i.e., believed) the advertising claims (34%). The results suggest that advertising that causes consumers not to believe the message claims but makes them curious may be the most effective form of new product advertising. Convincing consumers that the claims about a new product are true is not necessary to create interest in product trial.

(C) The latter was tied into beliefs that actual product experience was necessary to fully judge the claims. Few consumers who clearly disbelieved the message were interested in trying the product (18%).

• ① (A) - (B) - (C)
• ② (A) - (C) - (B)
• ③ (B) - (A) - (C)
• ④ (B) - (C) - (A)
• ⑤ (C) - (A) - (B)

정답 ②

해설 정답 순서: (A) → (C) → (B)

Q11 요약문빈칸 다음 글을 아래와 같이 요약하고자 한다. 빈칸에 들어갈 알맞은 어휘를 주어진 철자로 시작하여 각 한 단어로 답안을 작성하시오.

Consumers often experience (a)s____________ when encountering exaggerated advertising claims, yet this disbelief can be transformed into interest through (b)c____________. Rather than requiring absolute belief, effective (c)m____________ encourages potential buyers to test products to resolve their cognitive conflict. Research indicates that individuals who harbor curious nonbelief are significantly more likely to attempt a product trial than those who simply accept the claims. Ultimately, fostering curiosity proves to be a more powerful strategy for driving (d)c____________ engagement than merely convincing them of the truth.

정답
(a) skepticism [회의; 회의론, 회의적 태도] - Consumers often experience skepticism when encountering exaggerated advertising claims, yet this disbelief can be transformed into interest through curiosity.
(b) curiosity [호기심] - Consumers often experience skepticism when encountering exaggerated advertising claims, yet this disbelief can be transformed into interest through curiosity.
(c) marketing [마케팅; 판매 촉진] - Rather than requiring absolute belief, effective marketing encourages potential buyers to test products to resolve their cognitive conflict.
(d) consumer [소비자] - Ultimately, fostering curiosity proves to be a more powerful strategy for driving consumer engagement than merely convincing them of the truth.