Projective techniques in consumer research

Abstract

Consumer researchers have suggested that non-conscious processes may operate on consumer behavior; however, understanding these processes has been a difficult endeavor. One indirect measure, the projective technique, has been used to help uncover consumer attitudes, thoughts, and feelings that would not be necessarily detected by more straightforward questioning. The different types of projective techniques are described as well as a brief review of the literature where projective techniques have been used to better understand consumer behavior. The advantages and disadvantages of projective techniques are discussed. This paper aims to provide an overview of projective techniques in qualitative consumer research. A secondary aim is to open this topic up for further discussion and recommend further research in this area.