In 1957, a Marketer James Vicary Claimed That He Flashed

question 76

Multiple Choice

In 1957, a marketer James Vicary claimed that he flashed the phrases "Eat Popcorn" and "Drink Coke" briefly on-screen during movies. Which statement regarding this event is true?

• A)Concession sales for popcorn and Coke increased.
• B)Concession sales for popcorn but not Coke increased.
• C)Concession sales for both products increased, but only if the messages were presented right before the movie started.
• D)Vicary's claim turned out to be a hoax.

---

Definitions:

Segmentation Variable

Characteristics used to divide a market into distinct groups based on needs, behaviors, or demographics.

Rituals

Formalized and repeated behaviors or practices, often with symbolic meaning, performed by individuals or groups.

Rite of Passage

A ceremony or event marking an important stage in someone's life, especially signifying the transition from one status to another.

Fraternity Pin

A symbolic badge or pin worn by members of a fraternity that represents their membership and the values of the organization.