How are projective techniques used in consumer psychology?

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Jessica Pope | College Teacher | (Level 1) Educator

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Projective techniques are used in consumer technology in order to a) anticipate, and b) influence the consumer's choices. Grocery stores use projective techniques to figure out how best to organize the store's layout. For example, some studies indicate that people are more likely to purchase higher-priced foods if they are placed right next to lower-priced foods. For this reason, many grocery stores place organic fruits and vegetables right next to their non-organic counterparts. If all organic fruits and vegetables were placed in a different location, then fewer consumers would purchase them. Another example of this is the absence of clocks and windows in casinos. People spend longer on casino floors when they have no sense of the passing of time. Projective techniques allow consumer psychologists to make changes and adjustments that result in particular consumer choices.

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