Sally is a research student who wants to conduct a consumer behavior research for her doctoral thesis. Believing that consumers often use products to convey their self-concepts to others, she studies luxury brands, logos, and products to find out what they mean to consumers. Which of the following best describes her field of study?

Question

Quizplus · Accepted Answer

Sally's study of luxury brands, logos, and products to find out what they mean to consumers is an example of semiotics, which is the study of symbols and signs and their interpretation or use. Mnemonics is the study of memory and techniques for improving memory, linguistics is the study of language and its structure, and pragmatics is the study of language in use and its context. None of these fields are directly related to Sally's research on consumer behavior and luxury products.

Sally Is a Research Student Who Wants to Conduct a Consumer