In this context, projective techniques provide an indirect approach
to consumers’ attitudes, which allows researchers to transcend
communication barriers (Steinmann, 2009). These
techniques were developed by clinical psychologists, and a few of
them have been adapted for use in consumer and marketing research
(Donoghue, 2000). Projective techniques may be subdivided,
depending on the type of responses required, into the
following five categories: association, construction, completion,