All of the Following Are Current Views of the Use

question 13

Multiple Choice

All of the following are current views of the use of trait measurements for predicting brand/product choices, EXCEPT:

• A) the tests have too often been improperly used or arbitrarily changed, so results could not be valid
• B) trait scales were designed to measure gross overall tendencies, not specific brand preferences
• C) it makes good intuitive sense that consumers would buy products that are extensions of their personalities
• D) researchers are just not able to predict consumers' behaviours on the basis of their measured traits; the measurements lack validity
• E) traits highlight the potential importance of the unconscious motives underlying a purchase

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Definitions:

Solvency

The ability of a company or individual to meet its long-term financial obligations and continue operating in the long term.

Price-Earnings Ratio

A valuation metric for companies, calculated by dividing a company's share price by its earnings per share.

Earnings

The amount by which revenues exceed expenses.

Stockholders

Individuals or entities that own shares of stock in a corporation, thereby having a residual claim on the company's assets and earnings.