Nhận biết (M1)

Having found that emoji images of objects generally have a negative effect when used in social media marketing, Lura Marcum and team studied reactions to three versions of a café's social media message: one with an emoji added alongside the word (supplement), one with an emoji standing in for the word "coffee" (substitute), and one with no emoji (control). Participants rated their openness to the content of the version of the message they saw, on a scale from 1 (not at all open) to 7 (very open). The team hypothesized that the general effect they'd previously observed would be reduced when an emoji replaces the word it represents.

Which choice best describes data from the graph that support the team's hypothesis?

• A.

  The average rating for the control condition was higher than the average rating for the supplement condition.

• B.

  The substitute condition and the control condition both received an average rating of about 4.

• C.

  The average rating for the substitute condition was higher than the average rating for the supplement condition.

• D.

  The highest average rating for any of the three conditions was well below the maximum rating of 7.