If a Researcher Asks a Consumer Why S/he Wants to Buy

question 24

Multiple Choice

If a researcher asks a consumer why s/he wants to buy a Nokia cell phone, and learns, "They look well built" (attribute) ; then asks "Why is it important that the phone be well built?" and learns "It suggests Nokia is reliable" (a functional benefit) ; then asks "Why is reliability important?" and learns "Because my colleagues or family can be sure to reach me" (an emotional benefit) , the researcher is using a technique called ________.

• A) brand personification
• B) projective technique
• C) visualization
• D) laddering
• E) Zaltman Metaphor Elicitation Technique

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Definitions:

Willpower

The ability to resist short-term temptations in order to meet long-term goals.

Self-Esteem

A person's personal assessment of their own significance or importance.

Outcomes

The results or effects of an action, situation, or event, often used to evaluate the effectiveness or impact of an intervention.

William James

An American philosopher and psychologist, often referred to as the "Father of American psychology," known for his contributions to pragmatism and functionalism.