Scenario 5-1
As clothing and accessories retailer Gap, Inc.attempted to carry its brand to greater heights, executives felt that a great way to refresh the company's logo would be to change it all together.However, perhaps even quicker than the initial decision to change the logo, the masses reacted so negatively to the change that the company went back on its decision.A number of consumers stated that the new logo looked "cheap, like a crummy PowerPoint presentation," and that was all company executives needed to hear.Gap admitted that the idea of changing the company's logo was probably not the right move nor was it the right time to do so.The company will look for other ways to develop the brand.Clearly, Gap's reaction to consumer sentiments serves as proof that the company cares a great deal about consumer thoughts and opinions.
(Iko Han, "Gap's New Logo Proves the Company Knows How to Listen." Cornerline News, October 13, 2010.)
-(Scenario 51) Gap's loyal customers generally believed the company's products are highend and sophisticated. Judging by the initial responses, consumers felt Gap's new logo represented lowerend products, and would,
Therefore, appeal to a lower social class.This concept of differing social levels is called:

Question

Scenario 5-1
As clothing and accessories retailer Gap, Inc.attempted to carry its brand to greater heights, executives felt that a great way to refresh the company's logo would be to change it all together.However, perhaps even quicker than the initial decision to change the logo, the masses reacted so negatively to the change that the company went back on its decision.A number of consumers stated that the new logo looked "cheap, like a crummy PowerPoint presentation," and that was all company executives needed to hear.Gap admitted that the idea of changing the company's logo was probably not the right move nor was it the right time to do so.The company will look for other ways to develop the brand.Clearly, Gap's reaction to consumer sentiments serves as proof that the company cares a great deal about consumer thoughts and opinions.
(Iko Han, "Gap's New Logo Proves the Company Knows How to Listen." Cornerline News, October 13, 2010.)
-(Scenario 5­1) Gap's loyal customers generally believed the company's products are high­end and sophisticated. Judging by the initial responses, consumers felt Gap's new logo represented lower­end products, and would,
Therefore, appeal to a lower social class.This concept of differing social levels is called:

Quizplus · Accepted Answer

The concept of differing social levels is called stratification, which refers to the social hierarchy based on factors such as income, occupation, and education. The negative reaction to the new logo suggested that consumers perceived it as representing a lower social level than the previous logo, which contributed to the decision to reverse the change. Cognitive dissonance refers to the discomfort experienced when behavior or attitudes are inconsistent, advertising clutter refers to the excessive amount of messaging competing for consumer attention, and cultural capital refers to the non-monetary assets that contribute to social status.

Scenario 5-1 As Clothing and Accessories Retailer Gap, Inc.attempted to Carry Its