In Its Advertising, MasterCard (MC) Shifted the Emphasis from Glamorous

question 52

Multiple Choice

In its advertising, MasterCard (MC) shifted the emphasis from glamorous affluent professionals to "ordinary" people with everyday uses for the card, e.g., a young man buying furniture for his first apartment. This strategy reflected:

• A) MC not wanting to be associated with the extravagant consumption patterns of the 1980s.
• B) people with less money resented their showing affluence.
• C) people are swayed by knowing how people who are similar to them conduct their lives.
• D) MC could not compete effectively against American Express with the affluent image.

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Definitions:

Variables

Elements, factors, or conditions that can change and affect the outcome of research or experiments.

Hypothesis

A proposed explanation for a phenomenon, made as a starting point for further investigation, which can then be tested through experimentation or observation.

Elementary School

An educational institution for children that provides the first stage of compulsory education.

Hypothesis

A proposed explanation for a phenomenon, set forth as a basis for further investigation.