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Keywords: Projective techniques
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2015) 32 (5): 367–375.
Published: 10 August 2015
... their own cultural influence as they establish their position in a social world. We chose to study this group using a projective technique, which according to Webb (1992 , p. 125) is “a structure – indirect way” of investigating the reasons for behaviour through the exploration of feelings, beliefs...
