In the past tomato sauce formed an unbecoming 'scum' on its surface if it was exposed to the air,so manufacturers created the traditionally shaped tomato sauce bottle with the narrow opening.When chemicals were developed to reduce this oxidation,it was then possible to sell tomato sauce in more conveniently shaped containers.Customers,however,rejected bottles that didn't have the traditional sauce shape.This is an example of the power of ________ in the marketplace.

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This is an example of the power of schemas in the marketplace. Customers had formed a mental schema or an image of what a tomato sauce bottle should look like, which was the traditionally shaped bottle with a narrow opening. Even though newer containers were more convenient, customers rejected them because they did not fit their established mental schema.

In the Past Tomato Sauce Formed an Unbecoming 'Scum' on Its