Word Association
What is the first word that comes to mind when you hear “McDonald’s”?
Fast, convenient, cheap, fries, unhealthy.
Shopping online is ______.
Convenient, easy, risky, addictive, overwhelming.
If Walmart were a person, how would that person dress?
Casually and practically, wearing affordable clothing.
A participant hears “Starbucks” and immediately says “expensive.” What does this reveal?
They associate Starbucks with high prices.
A researcher asks, “What is the first word that comes to mind when you hear Amazon?
Word association
What is the first word that comes to mind when you hear “Starbucks”?
Coffee, expensive, trendy, cozy, busy.
People who shop at Whole Foods are ______.
Health conscious, wealthy, selective, or willing to spend more.
If Starbucks walked into a party, how would Starbucks behave?
Starbucks might act social, trendy, busy, or slightly expensive.
A participant completes the sentence “Online shopping makes me feel nervous because I might get scammed.” What does this reveal?
They have concerns about trust and security when shopping online.
A researcher asks someone to complete: “People who buy luxury cars are ______.
Sentence completion
What is the first word that comes to mind when you hear “Nike”?
Athletic, motivation, expensive, performance, stylish.
I avoid trying new brands when ______.
They are too expensive, I do not trust them, or they have poor reviews.
If Nike were a teacher, what kind of teacher would Nike be?
Motivating, energetic, competitive, and demanding.
Someone describes Nike as a strict but motivating coach. What does this reveal about Nike’s brand personality?
They associate Nike with motivation, discipline, and athletic performance.
A researcher asks, “If Coca-Cola were a person, what kind of personality would it have?
Brand personification
What is the first word that comes to mind when you hear “Temu”?
Cheap, affordable, questionable, variety, low quality.
An advertisement makes me uncomfortable when ______.
It feels dishonest, becomes too personal, uses stereotypes, or applies pressure.
Imagine Apple and Samsung meeting at a party. How would they treat each other?
They would act competitive and try to prove which one is more innovative.
A participant says, “Other students avoid healthy snacks because they think healthy food tastes bad.” What might this reveal?
The participant may also believe that healthy snacks do not taste good.
A researcher asks, “Why do you think other college students avoid healthy foods?
Third-person technique
A researcher says “luxury” and a participant immediately responds “wasteful.” What might this response reveal?
The participant may view luxury products as unnecessary or overpriced.
If my favorite brand disappeared tomorrow, I would ______.
Feel disappointed, search for a replacement, or switch to a competitor.
If Chanel were a person, describe their age, clothing, personality, and lifestyle.
A sophisticated and confident adult who dresses elegantly and enjoys an upscale lifestyle.
A participant describes a luxury-car owner as successful but attention-seeking. What two perceptions does this reveal?
They associate luxury cars with success and status, but also with showing off or seeking attention.
Participants select magazine images and arrange them to show how a brand makes them feel
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