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What factor greatly influences a woman's likelihood to purchase instant coffee according to the personality traits she perceives?
What factor greatly influences a woman's likelihood to purchase instant coffee according to the personality traits she perceives?
How much more likely is a woman to refrain from buying instant coffee if she believes she has two bad traits?
How much more likely is a woman to refrain from buying instant coffee if she believes she has two bad traits?
What type of traits significantly increases the likelihood of a woman purchasing instant coffee?
What type of traits significantly increases the likelihood of a woman purchasing instant coffee?
What action did the interviewer take to investigate the consumption of Nescafe among certain women?
What action did the interviewer take to investigate the consumption of Nescafe among certain women?
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What assumption did the interviewer make about the woman buying Nescafe?
What assumption did the interviewer make about the woman buying Nescafe?
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What personality characteristic was most frequently ascribed to Nescafe users without prepared food?
What personality characteristic was most frequently ascribed to Nescafe users without prepared food?
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What effect did the inclusion of prepared food have on the perceived characteristics of Maxwell House users?
What effect did the inclusion of prepared food have on the perceived characteristics of Maxwell House users?
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How did the percentage of individuals viewing Nescafe users as 'Lazy' compare to those using Maxwell House with prepared food?
How did the percentage of individuals viewing Nescafe users as 'Lazy' compare to those using Maxwell House with prepared food?
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What implication is suggested about the relationship between personal characteristics and purchasing behavior?
What implication is suggested about the relationship between personal characteristics and purchasing behavior?
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What was the total sample size of individuals categorized as using Maxwell House with Pie Mix?
What was the total sample size of individuals categorized as using Maxwell House with Pie Mix?
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What is one of the perceived negative characteristics associated with users of prepared foods?
What is one of the perceived negative characteristics associated with users of prepared foods?
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Which group had the highest percentage of individuals viewed as having 'Poor Personality and Appearance'?
Which group had the highest percentage of individuals viewed as having 'Poor Personality and Appearance'?
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What characteristic tends to be negatively viewed among consumers of instant coffee?
What characteristic tends to be negatively viewed among consumers of instant coffee?
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What percentage of respondents described the Nescafe woman as a good wife?
What percentage of respondents described the Nescafe woman as a good wife?
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How is coffee-making characterized in the context of the discussion?
How is coffee-making characterized in the context of the discussion?
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What is implied about the perpetual response of a wife to compliments regarding prepared foods?
What is implied about the perpetual response of a wife to compliments regarding prepared foods?
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What societal view is suggested regarding women who purchase instant coffee?
What societal view is suggested regarding women who purchase instant coffee?
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What traditional methods of coffee making are mentioned as alternatives to instant coffee?
What traditional methods of coffee making are mentioned as alternatives to instant coffee?
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What does the response 'Thank you, I made it with...' imply in this context?
What does the response 'Thank you, I made it with...' imply in this context?
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Why do women feel comfortable admitting their inability to make good coffee?
Why do women feel comfortable admitting their inability to make good coffee?
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What underlying theme is suggested by the discussion about instant coffee versus traditional coffee brewing?
What underlying theme is suggested by the discussion about instant coffee versus traditional coffee brewing?
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What characteristic is attributed to the Nescafe consumer in the context provided?
What characteristic is attributed to the Nescafe consumer in the context provided?
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What was the main change introduced in the variation of the shopping lists?
What was the main change introduced in the variation of the shopping lists?
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What aspect of consumer behavior does the study primarily focus on?
What aspect of consumer behavior does the study primarily focus on?
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How many housewives were involved in the experimental study mentioned?
How many housewives were involved in the experimental study mentioned?
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What is implied about the Nescafe product in relation to its perception?
What is implied about the Nescafe product in relation to its perception?
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What was the primary method used to gather data in the experiment?
What was the primary method used to gather data in the experiment?
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What does the term 'canned character' refer to in the context of the Nescafe product?
What does the term 'canned character' refer to in the context of the Nescafe product?
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What theory might be explored with the results of this study?
What theory might be explored with the results of this study?
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What challenge do consumers often face regarding their motivations for a product?
What challenge do consumers often face regarding their motivations for a product?
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Which technique is mentioned as useful in understanding consumer motivations?
Which technique is mentioned as useful in understanding consumer motivations?
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Why might a consumer not be able to describe their feelings towards a product?
Why might a consumer not be able to describe their feelings towards a product?
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What aspect of a product is heavily influenced by the consumer's motivations?
What aspect of a product is heavily influenced by the consumer's motivations?
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How does therapeutic practice relate to understanding consumer behavior?
How does therapeutic practice relate to understanding consumer behavior?
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What type of dynamics often play a crucial role in product perception?
What type of dynamics often play a crucial role in product perception?
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What is a common outcome when researchers try to understand consumer motivations?
What is a common outcome when researchers try to understand consumer motivations?
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What is a key motivation that consumers may be unaware of but affects their buying decisions?
What is a key motivation that consumers may be unaware of but affects their buying decisions?
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Study Notes
Consumer Motivation
- Consumers may be unable to verbalize their reasons for liking a product, but these reasons are still important for understanding consumer behavior
Projective Techniques
- Projective techniques are used to uncover unconscious motivations in both clinical psychology and market research
Nescafe Study
- A study was conducted to analyze consumer perceptions of Nescafe instant coffee and its relation to their purchasing decisions
- The Nescafe woman (the hypothetical consumer of Nescafe) was perceived as having negative personality traits like laziness and lack of economical sense, highlighting how the product was seen as a shortcut
- The Maxwell House woman (the hypothetical consumer of Maxwell House coffee) was perceived as being a better wife and homemaker
- The Nescafe woman was seen as lazy because instant coffee represented a departure from traditional, time-consuming home-made coffee methods
Prepared Food Study
- Participants were given a shopping list with options for regular coffee and instant coffee, with or without prepared food items
- Participants who were given a list with prepared food items were more likely to associate the Maxwell House woman with positive traits and the Nescafe woman with negative traits
- This suggests that the association with "prepared foods" contributed to the negative perceptions of Nescafe
Implications
- The study highlights the importance of understanding unconscious consumer motivations
- Projective techniques can provide valuable insights into consumer attitudes and behavior
- Marketing strategies should consider these unconscious motivations to effectively target audiences
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Description
Explore the intricacies of consumer motivation, projective techniques, and their relevance in market research. This quiz delves into studies analyzing consumer perceptions of Nescafe and prepared foods, highlighting the impact of product representation on consumer behavior.
