Roberto Consumes Coke Exclusively

question 424

Multiple Choice

Roberto consumes Coke exclusively. He claims that there is a clear taste difference and that competing brands of cola leave an unsavory taste in his mouth. In a blind taste test, Roberto is found to prefer Coke to store-brand cola eight out of ten times. The results of Roberto's taste test would refute claims by critics of brand names that

• A)consumers are always willing to pay more for brand names.
• B)brand names cause consumers to perceive differences that do not really exist.
• C)consumers with the lowest levels of income are the most likely to be influenced by brand name advertising.
• D)brand names are a form of socially efficient advertising.

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Definitions:

Charismatic Authority

A form of leadership in which the leader's authority is derived from his or her extraordinary personal qualities and the affective devotion and emotional attachment this generates in followers.

Traditional Authority

A form of leadership in which authority is legitimized by customs, cultural traditions, and historical precedence.

Rational-legal Authority

A form of leadership where authority is legitimized by legal rules and regulations, and is exercised by officials according to their administrative roles.

Semi-nomadic Lifestyle

A way of life for some cultures that involves moving seasonally while maintaining some fixed habitation.