All consumers carry schema in their minds when they enter the marketplace.According to the principles of perceptual vigilance and defence, a marketer should be careful to create a promotion for the new product that ________.
A)conforms to the customers' schema
B)violates the customers' schema
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 defence principles suggest that consumers are more likely to notice and retain information that fits with their existing schema, and resist information that violates it. Therefore, it is best for a marketer to create a promotion that conforms to the customers' schema, rather than violating it or requiring them to defend their current views. The promotion should also be clear and easy to understand to be effective.

All Consumers Carry Schema in Their Minds When They Enter