When McCann Erickson Asked Women to Draw and Describe How

Multiple Choice

When McCann Erickson asked women to draw and describe how they felt about roaches and discovered that many women associated roaches with men who had abandoned them, and therefore the women preferred roach killers that let them see the roaches die, the agency was using __________________________ research.

A) motivation
B) perception
C) assimilation
D) neuroscience
E) disintegration