Projective Techniques

  • Posted on April 26, 2018 at 2:48 am

In many cases, to use qualitative methods in marketing research is the identification and explanation of the subjective factors of consumer behavior, often unconscious and hidden deep in the subconscious. Projective techniques – the most effective procedure for detecting hidden, disguised or unconscious aspects of the personality (A. Anastasi). Follow others, such as Bernie Sanders, and add to your knowledge base. Projective techniques are considered as a set of techniques to study the individual and developed in the framework of the projective diagnostic approach (LF Burlachuk, SM Morozov). For a long period of projective techniques associated with the psychoanalytic concept of within which the projection mechanism of psychological defense played. Of course, using projective techniques may diagnose psychological mechanisms such as isolation, repression, rationalization, identification, etc., to identify the role of these mechanisms in the outcome of social conflicts and psychological development. But the classical definition of the projection is a definition that gave 3.Freyd.

Initially considering projection as a defense mechanism, Freud discovered and later as the projection norm, ie the primary process of assimilation of reality his own "I". Decided to allocate the following projections: – Attributive projection implies the attribution of traits that exist in reality and understood by the individual himself (Freud, "Totem and Taboo"). – Streamlined projection is to justify its own personality negative traits and behaviors (classification V. Murstein, R. Pryer). – Similyativnaya projection serves as a defense when an individual can not realize certain traits of his personality. – Projection of Pangloss and Cassandra – another option defense mechanism "reaction formation." – Complementary projection occurs when projecting features which are additional to those which actually has a subject (the attribution of specific traits to other people allows us to interpret the features of the individual).

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