Question

consumer researchers once assumed that price reductions were the primary driver of subscription renewals. ___ a 2022 field study led by economist sarah whitcombe demonstrated that clear communication of added features and service improvements played a more decisive role than lower prices in retaining subscribers.

24 □ mark for review
which choice completes the text with the most logical transition?

① therefore,

② additionally,

③ on the contrary,

④ subsequently,

Explanation:

The first part of the text says researchers assumed price reductions were the primary driver of subscription renewals. The second part says a study showed that clear communication of features and improvements played a more decisive role (not lower prices). So we need a transition that shows a contrast. "On the contrary" is used to show a contrast or opposite idea, which fits here. "Therefore" shows a conclusion, "Additionally" adds info, and "Subsequently" shows a sequence, none of which fit the contrast here.

Answer:

C. On the contrary,