The producers of instant coffee found their product strongly resisted in the market places despite their product's obvious advantages. Furthermore, the advertising expenditure for instant coffee was far greater than that for regular coffee. Efforts were made to find the cause of the consumers' seemingly unreasonable resistance to the product. The reason given by most people was dislike for the taste. The producer thought that there might be deeper reasons, however. This was confirmed by one of motivation research's classic studies, one often cited in the trade. Mason Haire of the University of California make two shopping lists that were almost the same except for one item. There were six items common to both lists: hamburger, carrots, bread, baking powder, canned peaches, and potatoes, with the brands or amounts specified. The seventh item, in fifth place in both lists, read" one pound Mexwell House coffee" on one list and " Nescafe instant coffee" on the other. One list was given to each one in a group of fifty women, and the other list to those in the other group of the same size. These women were asked to study their list and then to describe, as far as they could, the kind of woman( "personality and character") who would draw up that shopping list. Nearly half of those who had received the list including instant coffee described a housewife who was lazy and was a poor planner. On the other hand, only one woman in the other group described the housewife, who had included regular coffee on her list, as lazy; only six of that group suggested that she was probably not a good wife; and no one drew the same conclusion as the women in the " instant coffee" group did about the housewife who intended to buy regular coffee.