1. Provide a term that either 1) defines the explanation in the box or 2) best describes the situation in the box.

Kimberly-Clark, a company known well for Huggies and Kleenex, observes how consumers behave in an artificial market place. The main reason is that the company would like to get a deep insight about consumer behavior which is otherwise not available. Hubba Bubba, a chewing gum company, aligns its marketing strategies in order to improve sales from a particular consumer segment. Mr. Stayalone has been playing an online game, WOW, since 2016 . This year he is playing WOW at least 12 hours a day, while last year he spent only one hour per day playing it. The main reason is that his benefit/utility of playing WOW increases greatly since the number of online players in 2017 has become twice as large as that in 2016