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Carol Is Conducting Research and Asking Respondents to Name the Brands

question 52

Multiple Choice

Carol is conducting research and asking respondents to name the brands that first come to mind for certain product categories. When she asks Bob this question for computers, he mentions IBM, Dell, Gateway, and Hewlett-Packard. These brands represent Bob's ________.


Definitions:

Phallic Stage

In Freudian psychoanalytic theory, the third stage of psychosexual development (ages 3-6) where the libido's focus is on the genital area, and the child develops sexual identification with the same-sex parent.

Sexual Orientation

The direction of an individual’s erotic interests, today viewed as a continuum from exclusive male–female relations to exclusive same-gender relations.

Defense Mechanism

Psychological strategies used by individuals unconsciously to protect themselves from anxiety or unacceptable thoughts and feelings.

Homophobia

The fear, hatred, or prejudice against homosexual people or homosexuality in general, often leading to discrimination.

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