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Scenario 5-1 As Clothing and Accessories Retailer Gap, Inc. Attempted to Carry

question 30

Multiple Choice

Scenario 5-1
As clothing and accessories retailer Gap, Inc. attempted to carry its brand to greater heights, executives felt that a great way to refresh the company's logo would be to change it all together. However, perhaps even quicker than the initial decision to change the logo, the masses reacted so negatively to the change that the company went back on its decision. A number of consumers stated that the new logo looked "cheap, like a crummy PowerPoint presentation," and that was all company executives needed to hear. Gap admitted that the idea of changing the company's logo was probably not the right move, nor was it the right time to do so. The company will look for other ways to develop the brand. Clearly, Gap's reaction to consumer sentiments serves as proof that the company cares a great deal about consumer thoughts and opinions.
-(Scenario 5-1) Gap's loyal customers generally believed the company's products were high-end and sophisticated.Judging by the initial responses,consumers felt Gap's new logo represented low-end products,and would,therefore,appeal to a lower social class.This concept of differing social levels is called:

Definitions:

Illusory Conjunction

A cognitive phenomenon where features from multiple objects are incorrectly perceived as being combined into a single object.

Automatic Processing

The carrying out of a cognitive task with minimal resources. Typically, automatic processing occurs without intention, interferes minimally with other cognitive tasks, and might not involve conscious awareness.

Color Recall

The ability to remember colors accurately, often tested in memory and perception studies.

Brain Damage

Physical injury to the brain that impairs its functions, possibly permanently or temporarily, affecting cognition, physical abilities, or emotion.