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 the 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. Schemas are mental structures that help us organize and interpret information. In this case, customers have a specific schema or mental model of what a ketchup bottle should look like, based on tradition and past experiences. When manufacturers tried to change the shape of the bottle, it did not fit with the existing schema, leading to rejection by the customers.

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