Giving voice to the gift: The use of projective techniques to recover lost meanings

Mary Ann McGrath, John F. Sherry, Sidney J. Levy

Research output: Contribution to journalArticlepeer-review

58 Scopus citations

Abstract

The field of consumer–object relations has recently emerged as a significant area of inquiry. Renewed attention has been devoted to understanding the meanings of gift giving as a result of this emergence. In this study, we employ projective techniques to uncover meanings that are less accessible by more direct measures. We analyze these meanings, and demonstrate the utility of projective techniques as a complement to other methods of investigation.

Original languageEnglish (US)
Pages (from-to)171-191
Number of pages21
JournalJournal of Consumer Psychology
Volume2
Issue number2
DOIs
StatePublished - Jan 1 1993

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing

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