(4) I am sometimes attacked for imposing ''rules''. Nothing could be further from the truth. I hate rules. All I do is report on how consumers 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."

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Question : (4) I am sometimes attacked for imposing ''rules''. Nothing could be further from the truth. I hate rules. All I do is report on how consumers 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."
A	A. Guidance based on applied research can hardly gualify as 'rules'.
B	B. Thus, all my so called 'rules' are rooted in applied research.
C	C. A suggection perhaps, but scarcely a rule.
D	D. Such principles are unavoidable, if one wants to be systematic about consumer behaviour
	Answer:C
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