Lever Brothers Is Considering an Idea for a New Liquid

question 46

Multiple Choice

Lever Brothers is considering an idea for a new liquid laundry detergent that contains a whitening agent. The company presented its proposed new product to a group of potential customers in the form of a short explanation and questionnaire. Lever Brothers is conducting

• A) a business analysis.
• B) concept testing.
• C) screening.
• D) pricing.
• E) idea generation.

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Definitions:

Frames

Psychological perspectives or reference points that people use to understand and interpret situations, especially in the context of negotiations or decision-making.

Biases

Prejudices or predispositions toward or against something or someone, often resulting in unfair judgment or behavior.

Perceptual Bias

The tendency to interpret and judge situations or individuals based on preconceived notions or stereotypes.

Characterization Frame

A cognitive structure that helps in organizing perception and understanding of a narrative or situation by setting particular perspectives and interpretations.