Consumer Behavior - Week 2 Readings Questions and Answers Grade A+ 2023

NYT "Penetrating the Mind by Metaphor" - Summary - -Mr. Zaltman considers that focus groups and questionnaires are usually a waste of time, and 60 to 80% of products using these techniques fail. He is the creator of ZMET, the Zaltman Metaphor Elicitation Technique. Mr. Zaltman argues that consumers can't tell you what they think because they don't know. Their most profound thoughts, the ones that account for their behavior in the marketplace, are unconscious. Not only that, he insists, those thoughts are primarily visual as well. Example, using visual images, is the study on Coca-Cola, where volunteers were asked to spend a week collecting images that reminded them of the brand. Finally, they created a digital collage with their pictures and recorded a short text about its meaning. Mr. Zaltman's team came to this conclusion: Coke evokes not just feelings of invigoration and sociability, but feelings of calm, solitude, and relaxation as well