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The technique Brett uses by gathering a group of consumers to help him measure his company's brand equity and asking participants to list what comes to their mind when they hear the brand name is Free Association.
Definition of Free Association
Free association is a technique used in psychoanalytic therapy. This technique requires the client to say everything that appears in his consciousness freely, without the need to try to make logical, orderly and meaningful descriptions.
This technique was developed by Sigmund Freud after studying a new technique that had been used by his friend and colleague Dr. Joseph Breuer in treating clients of hysteria cases.
Psychoanalytic therapy uses free association to reveal the client's subconscious towards a behavior that the client considers disturbing or that others think is deviant.
The free association technique is carried out after preliminary interviews by the therapist. After that the client is given a word and asked by the therapist to answer with the first word that comes to mind.
The role of the therapist in this technique is passive. The therapist sits and listens, sometimes encouraging the client by asking questions when the client is at a loss for words.
Learn more about Free Association at: brainly.com/question/7578953
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