When Hallmark Cards Introduced a Line of 99-Cent Cards (About

question 13

Multiple Choice

When Hallmark cards introduced a line of 99-cent cards (about half the price of the previously least expensive cards it sold) , the greeting card company was trying to appeal to a mass market that was price-sensitive. Hallmark was using a(n) __________ pricing strategy.

• A)prestige
• B)skimming
• C)target ROI
• D)penetration
• E)experience-curve

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Definitions:

Featural Analysis

A process in cognitive psychology where visual stimuli are broken down into their basic elements or features for recognition and processing.

Prototype Matching

A theory in cognitive psychology that proposes the process of object recognition involves comparing stimulus with an internally stored prototype or the most typical example of a category.

Perceptual Learning

The process of learning to recognize patterns, objects, and environments through sensory experience.

Subjective Contours

Visual illusions in which contours are perceived where none actually exist, suggesting the mind's ability to create edges and shapes from visual cues.