All consumers carry schemata in their minds when they enter the marketplace. According to the principles of perceptual vigilance and defense, a marketer should be careful to create a promotion for the new product that ________.
A) conforms to the consumers' schemata
B) violates the customers' schemata
C) requires that customers defend their current views about the product category
D) is simple and easy to understand

Question

Quizplus · Accepted Answer

Perceptual vigilance suggests that consumers are more likely to notice stimuli that align with their existing beliefs or schemata. Therefore, a promotion that conforms to consumers' schemata is more likely to be noticed and accepted.

All Consumers Carry Schemata in Their Minds When They Enter