projective device

in consumer psychology, a word-association technique used in motivation research. Key words are mixed with neutral background words and individuals are asked to make associations without being aware of which terms are the key words. Such techniques enable advertisers to learn which words are likely to be most attractive to consumers when used in advertising copy. Some versions also include cartoon characters or scenes for which individuals are asked to provide a dialogue.

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Psychology term of the day

January 23rd 2025

klinotaxis

n. see taxis.