Haire conducted two further studies to examine the phenomena further
and in the third study negative projections of the instant coffee housewife
were correlated with non-instant coffee purchase (via a pantry check).
Haire concluded from the research studies that some motives, because they
are socially unacceptable, exist below the level of verbalisation and that
these motives can be assessed if approached indirectly. The research
illustrated that housewives who projected negative characteristics onto
instant coffee buyers were largely not buying instant coffee themselves.
This series of three studies by Haire has been a major source of support for
the users of projective techniques in market research.