Consumer research revealed that Mr. Coffee was seen by consumers as being dependable, friendly, efficient, intelligent and smart. This _____ strategy is used by marketers to recast consumers' perceptions of product attributes into human-like characteristics.

Question

Quizplus · Accepted Answer

Brand personification is the marketing strategy of imbuing products with human-like characteristics to make them more relatable and appealing to consumers. This is achieved by identifying desirable human traits and attributes and associating them with the brand. In this case, Mr. Coffee was personified as dependable, friendly, efficient, intelligent, and smart, which improved consumers' perceptions of the product.

Consumer Research Revealed That Mr