For Many Years, Pepsi Operated a 'Taste-Test' Booth Across the US.Visitors

question 125

Essay

For many years, Pepsi operated a 'taste-test' booth across the US.Visitors to the booth would be encouraged to take a blind 'taste-test' between Pepsi and its primary market competitor, Coke.Pepsi then used the taste-test results in advertising Pepsi.What advertising theory does such an approach support? Pepsi no longer uses this as an advertising strategy, instead relying on celebrity endorsements and other forms of advertising.What advertising theory do you think now dominates the market between Pepsi and Coke? Explain.

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Definitions:

Superego

In psychoanalytic theory, the part of the personality that acts as a moral center, guiding behavior according to learned societal standards.

Collective Unconscious

In Jungian theory, the universal memories and experiences of humankind, represented in the symbols, stories, and images (archetypes) that occur across all cultures.

Personality

The combination of characteristics or qualities that form an individual's distinctive character and behavioral patterns.

Psychodynamic Theory

A psychological perspective that emphasizes the systematic study of the psychological forces that underlie human behavior, feelings, and emotions and how they might relate to early experience.