In the past, ketchup formed an unbecoming "scum" on its surface when exposed to air, so manufacturers created the traditionally shaped ketchup bottle with the narrow opening. When chemicals were developed to reduce this oxidation, it was then possible to sell ketchup in more conveniently shaped containers. Customers, however, rejected bottles that didn't have the traditional ketchup shape. This is an example of the power of ________ in the marketplace.
A) sensory overload
B) thresholds
C) hyperreality
D) schema

Question

Quizplus · Accepted Answer

This is an example of the power of schema in the marketplace. Schema refers to a mental framework or set of expectations that people have about certain products, including their appearance, packaging, and use. In this case, customers had a schema for what a ketchup bottle should look like, and rejected bottles that didn't fit that schema, even though they may have been more convenient.

In the Past, Ketchup Formed an Unbecoming "Scum" on Its