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:

Reciprocal Obligations

Mutual expectations and duties between two parties, especially in a work environment where employees and employers depend on each other's actions.

Psychological Contract

The unwritten set of expectations between an employer and an employee regarding mutual obligations.

Unrealistically Low Expectations

Expectations that are set significantly below a realistic assessment of achievable outcomes, often leading to underperformance or missed opportunities.

Psychological Contract Breach

The perception that an employer has failed to fulfill one or more unwritten expectations of the employment relationship.