Hype International manufactures fragrances used in a variety of products. When the firm develops a new fragrance, it asks consumers to create collages based on how the smell makes them feel. Highly experienced researchers are needed to interpret the findings, but Hype believes the expense is worth it. Which term best describes the method Hype uses?

Question

Quizplus · Accepted Answer

Hype International uses projective techniques by asking consumers to create collages based on how the smell makes them feel. This is a type of projective technique as it allows consumers to express their subconscious thoughts and feelings about a fragrance without directly asking them. Highly experienced researchers are needed to interpret the findings, which indicates the complexity of the projective technique.

Hype International Manufactures Fragrances Used in a Variety of Products