Question 19

The primary reason why the author suggests that the word Parade may be perceived by some people as related to cameras is most likely that a presumed irrelevant word was recalled more often than a presumed relevant word.

The author highlights that the word Parade, which was classified as irrelevant to cameras, was recalled more frequently than the relevant word Ultimate. This unexpected finding suggests that participants may have made connections between the word Parade and potential consumption experiences involving cameras.

A) the researchers expected participants to be better able to recall Parade than Ultimate

This option is incorrect because the researchers did not initially expect Parade to perform better than Ultimate. Instead, their hypothesis was that a relevant name would be recalled better, which did not align with the observed results.

B) recognition for Monit was better than for Parade

This statement is also incorrect. While it is true that Monit, classified as a nonword name, was recognized better than any word names, this does not explain why Parade was recalled more often than other relevant names. The focus of the question is on recall, not recognition.

C) recall for Parade was better than for Monit

This option is incorrect as it misrepresents the findings. The extract indicates that Parade was recalled better than both Simplicity and Ultimate, but does not claim that Parade was recalled better than Monit, which was classified separately.

D) a presumed irrelevant word was recalled more often than a presumed relevant word

This option is correct, as the author points out that Parade, despite being categorized as irrelevant, outperformed Ultimate, a name deemed relevant. This outcome suggests that associations made by participants influenced their recall, emphasizing the unexpected connection between the word Parade and camera usage.

E) a supposedly relevant word was recalled more often than a word for an advertised attribute of the product

This option is incorrect because it mischaracterizes the relationships described in the extract. The findings indicate that a supposed irrelevant word (Parade) was recalled more often than a relevant word (Ultimate), rather than making a direct comparison to an advertised attribute.

Conclusion

The correct answer is D because it directly addresses the unexpected outcome where a word deemed irrelevant (Parade) was recalled more frequently than a relevant counterpart (Ultimate). This result highlights the complexity of memory and brand associations, demonstrating that factors beyond direct relevance can influence recall. All other options fail to accurately capture this relationship, either by misrepresenting the findings or focusing on recognition rather than recall.