Seeing an Apple (For Macintosh)or the Marlboro Man May Make

question 55

Multiple Choice

Seeing an apple (for Macintosh) or the Marlboro Man may make it easier for consumers to remember and consider these brands when making a decision.This is best thought of as an example of a(n) ____ placing the brand in the consideration set.

• A) retrieval cue
• B) usage situation
• C) attitude
• D) brand image
• E) evaluation

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Definitions:

Structural

Pertaining to the configuration or physical makeup of something, often reference to its construction or organization.

Focus Group Discussions

A qualitative research method involving guided discussions with a small group of people to explore their perceptions, opinions, beliefs, and attitudes towards a particular topic.

Focus Groups

A qualitative research method involving a small, diverse group of people whose reactions to specific discussions or ideas are studied.

Interviews

A qualitative research method involving direct, face-to-face, or virtual conversation between the interviewer and interviewee(s) to gather in-depth data on a subject.