All of the Following Are Current Views of the Use

Multiple Choice

All of the following are current views of the use of trait measurements for predicting brand/product choices, EXCEPT:

A) the tests have too often been improperly used or arbitrarily changed, so results could not be valid
B) trait scales were designed to measure gross overall tendencies, not specific brand preferences
C) it makes good intuitive sense that consumers would buy products that are extensions of their personalities
D) researchers are just not able to predict consumers' behaviours on the basis of their measured traits; the measurements lack validity
E) traits highlight the potential importance of the unconscious motives underlying a purchase