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Difficulty: MediumCommand of Evidence: Textual

In a study of consumer behavior, economist Dr. Elena Rostova investigated the phenomenon of choice overload in digital marketplaces. Rostova hypothesized that although an expansive selection of products initially draws more prospective buyers to a platform, it ultimately reduces the probability of a transaction being completed, especially among consumers who lack prior experience with the product category. To test this hypothesis, Rostova monitored the browsing and purchasing patterns of users looking for specialized electronic equipment across various online retailers. Which finding from the study, if true, would most directly support Rostova's hypothesis?

  1. A
    Experienced buyers of specialized electronics were equally likely to complete a purchase regardless of whether the retailer offered a large or small selection of products.
  2. Users with no prior experience in specialized electronics frequently visited retailers with large product selections but rarely completed a purchase, whereas similar users visiting retailers with small selections completed purchases at a higher rate.Answer
  3. C
    Users who completed purchases on platforms with small selections reported that they felt more confident in their decisions than users who purchased from large selections did.
  4. D
    Novice buyers spent significantly more time reading product specifications on platforms with large selections than did experienced buyers on the same platforms.

Answer

Users with no prior experience in specialized electronics frequently visited retailers with large product selections but rarely completed a purchase, whereas similar users visiting retailers with small selections completed purchases at a higher rate.
The correct answer supports the hypothesis because it shows that large assortments successfully attract novice buyers (as shown by their frequent visits) but ultimately prevent them from completing their purchases, whereas smaller selections lead to higher purchase rates for this group.

Step-by-Step Solution

1
Identify the core components of Dr. Rostova's hypothesis.
The hypothesis posits a dual effect of choice overload on novice consumers: large selections initially attract them, but ultimately reduce their likelihood of making a purchase compared to smaller selections.
Isolating the specific claim is necessary to determine what evidence is required to support it.
2
Evaluate which option presents data showing both high initial attraction and low purchase completion specifically for inexperienced consumers.
The option showing that novice users frequently visited retailers with large selections (attraction) but rarely purchased, while purchasing more from small selections, matches all parts of the hypothesis.
Direct evidence must align with the target population (novice consumers) and the behavior predicted (attracted but failing to complete purchases due to choice overload).

Key Concept

Command of Evidence: Textual
Estimated Time:1m 30s
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Command of Evidence: Textual

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