Campbell Soup used BehaviorScan data to discover that viewers of two daytime serials had very good appetites. Search for Tomorrow viewers bought 27 percent more spaghetti sauce than average, but 22 percent less V8 vegetable juice. Viewers of All My Children bought 10 percent less spaghetti sauce than average, but purchased 46 percent more V8 than the norm for all viewers. How would you go about explaining the differences between these two programs that led to the consumption differences? What action would you recommend to Campbell Soup management?