Miller found it necessary to position the "Lite" in Miller Lite beer as meaning "less filling" not "diet." The former was seen as appropriate for men,whereas the latter connotation made the beer appear more feminine.Miller was grappling with
A) socialization.
B) symbol development.
C) symbol removal.
D) role characterization.
E) cultural consumerism.

Question

Quizplus · Accepted Answer

Miller was grappling with the development of symbols and how they could be perceived by different target audiences. They needed to position their product in a way that would appeal to their male target audience, and the connotation of "less filling" was more appropriate than the connotation of "diet," which could be perceived as more feminine.

Miller Found It Necessary to Position the "Lite" in Miller