Projective techniques are used to overcome consumers’ conscious filters (ie., how consumers may alter their responses) when being directly questioned or when they know they are being researched.

When a consumer loads up on green vegetables for purely nutritional reasons, what type of need is being fulfilled?

Generally speaking, a negative rating on a key attribute leads to an immediate rejection of the brand from a consideration set in a __________.

Ellen stated that she would marry a millionaire. Her decision process includes if the man is a millionaire, then she would marry him. Nothing else matters. What type of processing was Ellen most likely utilizing?

Betsy and six other women are participating in a research study that is an unstructured, free-flowing interview. The researcher asked the group their feelings about hair care products in general and asked them to discuss these freely. Betsy is participating is ____.

Julie Morgan loves to go into Springer’s Old Country Gifts. It always smells like a field of spring flowers. The lighting gives all the products a warm glow, and the mood music is just perfect for casual browsing. After her visit to the store, Julie is always in a better mood. Springer’s Old Country Gifts has attracted Julie with its ________.

When companies use celebrities in their ads they are using the principle of ________ reference groups.

Jeff had collected a nice wardrobe before graduating from college. All of his friends considered him “well dressed.” After the first day at his new job, however, Jeff immediately went out and replaced most of his clothes with what was considered to be professional dress clothing. Jeff had just experienced the power of a new ________.

Mike and his wife went out shopping for clothes one day. Since Mike always wore SoftSewn brand shirts, his wife picked out only those shirts for him to try on. However, when shown the shirts, Mike said, “I want to try something different.” Mike’s response is an example of _____.

Which of the following types of research is characterized by an indirect means of questioning participants?