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.
-(Scenario 5-1)Gap's loyal customers generally believed the company's products were high-end and sophisticated.Judging by the initial responses,consumers felt Gap's new logo represented low-end products,and would,therefore,appeal to a lower social class.This concept of differing social levels is called:

Question

Quizplus · Accepted Answer

The concept of differing social levels based on perceived characteristics, such as the sophistication or quality of a brand, is called stratification. In this scenario, the negative reaction to the new logo was likely driven by a perception that it represented lower-end products and would appeal to a lower social class, which is an example of stratification. Cognitive dissonance refers to the psychological discomfort experienced when a person holds conflicting beliefs or values. Advertising clutter refers to the high volume of advertising messages that consumers are exposed to daily. Cultural capital refers to the knowledge, skills, and cultural assets that are valued in a society and can contribute to a person's social status.

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