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 customers' 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 and defense refer to the phenomenon in which consumers are more likely to notice stimuli that relate to their existing beliefs, attitudes, and values. If a marketer creates a promotion for a new product that conforms to the customers' schemata, it is more likely to be noticed and accepted by the customers. Violating their schemata may cause confusion or rejection, while requiring them to defend their current views may create cognitive dissonance or a negative attitude towards the product. A promotion that is simple and easy to understand is always desirable, but it does not directly address the principles of perceptual vigilance and defense.

All Consumers Carry Schemata in Their Minds When They Enter