The Zaltman Metaphor Elicitation Technique (ZMET) Proposes Which of the Following

question 1

Multiple Choice

The Zaltman metaphor elicitation technique (ZMET) proposes which of the following?

• A) That consumers think in images not words
• B) That asking consumers what they think of brand will not elicit deep knowledge structures?
• C) Photos enable the user to communicate subconsciously held information about their brand-relationship
• D) All of these

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Definitions:

Variation

The occurrence of differences among individuals or groups, often seen in genetic makeup, cultural practices, or behavioral patterns.

Mendel

Gregor Mendel, a scientist known as the father of genetics for his work on the inheritance of traits in pea plants.

Taxonomy

The science of classification.

Linnaeus

Carl Linnaeus, an 18th-century Swedish botanist, physician, and zoologist, known for creating the system of classification for organisms.