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 personification
B) projective technique
C) visualization
D) laddering
E) Zaltman Metaphor Elicitation Technique

Question

Quizplus · Accepted Answer

This is an example of laddering, a technique used in qualitative research to uncover underlying motivations and beliefs behind consumer behavior. The researcher begins with a surface-level attribute and moves deeper into functional and emotional benefits to understand the consumer's underlying values and motivations for choosing a particular product.

If a Researcher Asks a Consumer Why S/he Wants to Buy