1. A company is testing two different marketing campaigns for a new product. Campaign A focuses on the product's innovative features, while Campaign B emphasizes its affordability. After launching both campaigns, the company notices a significant increase in sales from middle-income consumers. Which concept best explains this behavior? A) Behavioral intention B) Attitude toward the ad C) Perceived value D) Social identity theory Answer: C) Perceived value Rationale: Middle-income consumers are likely to be influenced by affordability, which relates to the perceived value they attach to the product in relation to its cost. 2. During a focus group, participants are asked to choose their preferred brand of coffee from a selection of three. The moderator notes that most participants choose the brand that is packaged in red, despite expressing no strong preference for taste. Which concept could explain this choice? A) Sensory marketing B) Cognitive dissonance