When participants are asked to express their overall feelings about a marketing communication piece during a concept test,the researcher is using a(n):
A) portfolio test
B) reaction test
C) comprehension test
D) warmth meter

Question

Quizplus · Accepted Answer

When participants are asked to express their overall feelings about a marketing communication piece, it is known as a reaction test. This type of test measures the initial or immediate reaction of the participant to the concept or product being tested. It can include asking questions like "what was your first impression?" or "how did the advertisement make you feel?" in order to gauge the emotional response of the participant.

When Participants Are Asked to Express Their Overall Feelings About