Modals of Deduction

Article excerpt · target grammar marked

Customers who felt a personal stake in a purchase were twice as likely to pay a premium price. Rational arguments mattered far less than the salesperson must have assumed. Emotion, status, and belonging must have driven the final decision in the majority of cases.

Grammar Reference · Modals of Deduction

Deduction — present

Use must / can't for near-certain conclusions. The client must want recognition. — strong evidence supports it.

Speculation — present

Use might / may / could for possibility. She might be looking for status. — possible but uncertain.

Deduction — past

Add have + past participle for the past. Jobs must have known features alone would not sell.

Common error

He must knows... ✗ → He must know... ✓ — always use the base form after a modal verb.

01Exercise 1 — Form · Write the Correct Form

Modals of Deduction

1.The client walked out without asking any questions — she have already made her decision.

2.He keeps asking about the product's design rather than its price — he be motivated by status.

3.They be considering a rival supplier — they haven't responded to our proposal in two weeks.

4.Apple have conducted extensive consumer research before launching the iPod campaign.

5.The B2B buyers in the study have underestimated how much emotion influenced their own choices.

6.She be looking for a promotion — that would explain why she cares so much about visibility.

02Exercise 2 — Transform

rewrite with the new structure

1.I am certain that the customer wants status, not just a cheaper price.

2.It is possible that Apple tested many taglines before choosing the final one.

3.I am certain that rival manufacturers underestimated emotional positioning.

4.It is possible that the manager is looking for recognition from her director.

03Exercise 3 — About You

in your notebook

Personalise: complete five sentences about yourself using the target grammar.

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