Recently, television commercials promoting toothpaste featured a well-known chef expressing satisfaction with the latest in toothpaste flavors, including citrus, herbal, mint, and cinnamon. U. S.
consumers fully understand the health benefits of brushing their teeth, so makers of the various brands
sold in the toothpaste market seek to emphasize how good their toothpastes taste.
Manufacturers have also differentiated their toothpastes by promoting them as beauty products. Using
such names as "Whitening Expressions" and "Rejuvenating Effects," toothpaste companies battle in
media ads to convince toothpaste consumers that their great-tasting brands of toothpaste will also
produce the brightest smiles.
If a number of consumers become convinced that a particular brand of toothpaste really will
"rejuvenate" their teeth, what will happen to the price elasticity of demand for that particular
toothpaste?