Question

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 personificationB) projective techniqueC) visualizationD) ladderingE) Zaltman Metaphor Elicitation Technique

Answer 1

Answer:

D. laddering

Explanation: