If a Researcher Asks a Consumer Why S/he Wants to Buy

Multiple Choice

If a researcher asks a consumer why s/he wants to buy a Nokia cell phone, and learns, "They look well built" (attribute) ; then asks "Why is it important that the phone be well built?" and learns "It suggests Nokia is reliable" (a functional benefit) ; then asks "Why is reliability important?" and learns "Because my colleagues or family can be sure to reach me" (an emotional benefit) , the researcher is using a technique called ________.

A) brand personification
B) projective technique
C) visualization
D) laddering
E) Zaltman Metaphor Elicitation Technique