This is asking us to find an analogous example to the way fMRI scans are interpreted.
What we know about fMRI scans:
They use the subtraction method. So although most of the brain is showing metabolic activity, we only see the difference in that activity. The interpretation is that an emotion happens, and one part of the brain is more strongly correlated, so it is interpreted as the sole contributor.
Correct answer: (B)
Something happened to the whole year (advertising campaigns). There is an increase in shoppers during one part of the year, so it affected only summer shoppers. We look only at the increase in the shoppers, and decide that this is the only correlated piece.
A. We have the margin piece (one city voted by a large margin) but the end "could not have won without it," this implies that other parts are also contributing to the win (the fMRI says the opposite about the rest of the brain). Eliminate
C. This is comparing how much something is impacted, and shows that multiple parts are being impacted. This is the opposite of how we view the findings from fMRI (it suggests only one is impacted/responsible).
D. This doesn't even sound right. Talking about when traffic is highest, and connecting to where they are. We need one thing being called the cause, when there are multiple factors.
E. Cheetahs running fast for short distances. This isn't even close.