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The following paragraph from which the last sentence has been deleted. From the given options, choose the one that completes the paragraph in the most appropriate way.

I am sometimes attacked for imposing ‘rules’. Nothing could be further from the truth. All I do is report on how consumer react to different stimuli. I may say to a copywriter, Research shows that commercials with celebrities are below average in persuading people to buy products. Are you sure you want to use a celebrity? “Call that a rule? Or I may say to an art director, Research suggests that if you set the copy in black type on a white background, more people will read it than if you set it in white type on a black background.”

  1. Guidance based on applied research can hardly qualify as ‘rules’.
  2. Thus, all my so called rules are rooted in applied research.
  3. A suggestion perhaps, but scarcely a rule.
  4. Such principles are unavoidable if one wants to be systematic about consumer behaviour.
  5. Fundamentally it is about consumer behaviour i.e., not about celebrities or type settings.
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