Professor Franklin Had a Time Machine and Traveled Back to 1975

Multiple Choice

Professor Franklin had a time machine and traveled back to 1975. He told a 1975 marketing class that in the future it would become popular among high school and college students to put holes through various parts of their anatomy and to attach metal plugs and ornaments through those holes. The students laughed at Professor Franklin and said they couldn't imagine that anyone would do that to his or her own body. What aspect of consumer behavior did the students not understand?

A) They didn't understand the impact of popular culture in influencing consumers.
B) They didn't understand that lifestyle issues are more important than social class issues.
C) They didn't understand the meaning of consumption.
D) They didn't understand the importance of culture jamming.