________ is a qualitative research approach for getting inside a consumer's mind and finding out what they are thinking or feeling (e.g., a consumer says that the John Deere brand makes them think of a rugged Midwestern male who is hard-working and trustworthy).

Question

Quizplus · Accepted Answer

Brand personification involves getting consumers to describe a brand as if it were a person, which can reveal insights into their attitudes and perceptions towards the brand. The example given in the question is an example of brand personification.

________ Is a Qualitative Research Approach for Getting Inside a Consumer's