Projective techniques for brand image research. Two personification-based methods explored

By A. Hofstede, Jo Van Hoof, Natascha Walenberg, Menno D. T. de Jong. 2007

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Multi-method research on consumer–brand associations: Comparing free associations, storytelling, and collages (2010, background): “One way to uncover such deep thoughts, emotions, metaphors, and unconscious thinking is via projective techniques (e.g., Barner, 2008; Costa et al., 2003; Donoghue, 2000; Hofstede et al., 2007; Zaltman & Coulter, 1995; Zaltman, 1997; Zaltman & Zaltman, 2008).”
Country-Specific Associations Made by Consumers: A Dual-Coding Theory Perspective (2013, methodology): “Indeed, the finding that “affective reactions are difficult to verbalize” (Zajonc 1980, p. 157) has led to an orientation toward nonverbalbased research methods to uncover emotional associations (Hofstede et al. 2007; Zaltman and Coulter 1995).”
Brand personality: theory and dimensionality (2018, background): “A brand personality scale is far from being a qualitative, projective technique (Hofstede et al., 2007), as it imposes a defined structure on the respondent; one close to asking directly for a response to specific attributes.”