Projective techniques
Marketing dictionary
Projective techniques
Project techniques are research procedures designed to identify consumers' subconscious feelings and motivations. These tests often require consumers to interpret ambiguous stimuli such as incomplete sentences, cartoons or ink blots Source: Schiffman, L., O'Cass, A., Paladino, A., D'Alessandro, S., & Bednall, D. (2011). Consumer behaviour (5th ed). Frenchs Forrest, NSW: Pearson Australia.
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