Most people in the United States view neither big nor small business as particularly efficient or dynamic and regard both as providing consumers with fairly priced goods and services.
Statements
pivot (however) Most people in the United States see neither big nor small business as especially efficient or dynamic, and see both as providing fairly priced goods and services.
however, most people consistently see small business as a force for good in society, whereas big business is seen as socially responsible only in times of prosperity.
Evaluate
The pivot at "However" sets up some tension. Usually, correct answers will address that tension.
In this case, the tension created by the pivot is creating a contrast. - People don't think of big vs. small differently in terms of efficiency / fair prices / etc, - People do think of big vs. small differently in terms of being a force for good / socially responsible.
Goal
Since we're looking for the most provable answer, we usually are pretty wary of speculative answers, so an answer that restates what we know about this contrast would be safer than an answer that tries to explain why this contrast exists.
Still, sometimes the correct answer on Most Supported does provide a speculative hypothesis for why things are the case.