Homer and Marge go to the Hummer dealership to buy a new H2.When they walk in,none of the salespersons approach them because Homer and Marge's appearance doesn't match that of people they thinkcan afford to buy an H2.The salespeople are relying on their ____ of "Hummer buyer."
A) cognitive map
B) formal concept
C) schema
D) script

Question

Quizplus · Accepted Answer

A schema is a mental framework or blueprint that contains our expectations, beliefs, and knowledge about a particular concept or category. In this case, the salespeople have a specific schema for the "Hummer buyer" that includes certain expectations about their appearance and financial status. This schema is causing the salespeople to overlook potential customers like Homer and Marge who do not fit their preconceived idea of a Hummer buyer. Cognitive maps, formal concepts, and scripts may also play a role in this situation, but schema is the most appropriate term given the context.

Homer and Marge Go to the Hummer Dealership to Buy