ABSTRACT
The central premise – that we project or reveal our innermost feelings by our words and actions – seems to make sense at such a deep ‘intuitive’ level, yet many are critical of such testing methods to the point of denouncing them as chicanery. The feelings of cohesion as everyone discloses these relationships between themselves and their childhood toys is quite palpable. As a result of this, people feel less exposed about revealing their feelings to each other when it comes to discussing how they feel about products or advertisements. Starting with the easiest part, the noun root of the name, it is appropriate to say that most psychologists and projectivists would be happier with the description ‘techniques’, rather than the alternative, ‘tests’. In order to understand brand personalities, consumers are asked to project personalities on to brands by imagining them as people and thereby using their association skills.
