In the past ketchup formed an unbecoming "scum" on its surface if it was exposed to the air, so manufacturers created the traditionally shaped ketchup bottle with the narrow opening. When chemicals were developed to reduce this 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 scenario demonstrates the power of schema: preconceived mental frameworks that shape our perceptions and behavior. Customers had formed a schema or mental image of what a ketchup bottle should look like, and manufacturers who deviated from that shape faced rejection.

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