Author Question: Instant-coffee women are perceived as lazy and bad homemakers, whereas women buying drip-grind ... (Read 103 times)

notis · **on:** Jun 29, 2018

Instant-coffee women are perceived as lazy and bad homemakers, whereas women buying drip-grind coffee are perceived as industrious, good homemakers. This is an example result of which of the following projective tests?
a. free association c. decision process
b. use experience d. brand user

Question 2

Results showed that Oil of Olay is associated with mink, France, secretaries, and silk. This is an example result for which of the following projective tests?
a. free association c. use experience
b. brand as an animal d. decision process

gasdhashg · **Reply #1 on:** Jun 29, 2018

Answer to Question 1

D
The brand-user test is a simple procedure in which subjects are asked to describe the typical brand user.

Answer to Question 2

B
The brand-as-an-animal test asks subjects to think of animals or animal characteristics that come to mind when thinking about a certain brand.