The correct answer is subordinate; basic; superordinate
Answer 1: Loretta referred to the subordinate level in the concept hierarchy. The subordinate level in the concept hierarchy refers to the very bottom level of a concept hierarchy. A subordinate concept refers to the most specific name or narrowed down name for something. In this instance, "Palmolive" (the exact name of the dish liquid) is a subordinate concept.
Answer 2: Loretta's friend referenced the basic level in the concept hierarchy. The basic level in the concept hierarchy is a level higher than the subordinate level. While the subordinate level is the most specific, narrowed down name, the basic level is still specific but also general and inclusive of more than one thing. When Loretta's friend asked for dish liquid (without specifying the brand she was seeking), the concept of dish liquid can include brands besides Palmolive such as, Ajax, Dawn or Cascade.
Answer 3: The sales associate identified the superordinate level in the concept hierarchy. The superordinate level in a concept hierarchy is one step higher than the basic level. The superordinate level refers to a broad concept. This level is highly inclusive and involves a very general name for something(s). When the associate referred to the aisle as "household cleaners", he is referring to a superordinate (broad) concept that not only includes dish liquids, but also, surface cleaners, bathroom cleaners, brooms, etc.
