Scenario 7-6
Wood Carver Cabinet Makers recently developed a line of kitchen cabinets designed for new custom homes and kitchen remodeling jobs. The line of cabinets is to be called "Signature Hardwoods" and a new magazine advertising campaign is being tested. Each of the ads being tested has a photograph of a woodworker handcrafting some part of the cabinet. In addition, his or her signature is shown at the bottom of the page as an indicator that the cabinets are carefully hand made.
-(Scenario 7-6)Wood Carver might consider testing the magazine ad by recruiting a group of potential consumers to take part in story construction.What would a story construction technique ask these respondents to do?

Question

Quizplus · Accepted Answer

The story construction technique would ask respondents to provide a narrative about the woodworkers depicted in the scene or picture in the magazine ad. This would allow Wood Carver Cabinet Makers to understand how potential consumers are interpreting and connecting with their advertising message.

Scenario 7-6 Wood Carver Cabinet Makers Recently Developed a Line of Kitchen