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

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

doi:10.1016/S1057-7408(08)80023-X

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 journal › Article › peer-review

67 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 language	English (US)
Pages (from-to)	171-191
Number of pages	21
Journal	Journal of Consumer Psychology
Volume	2
Issue number	2
DOIs	https://doi.org/10.1016/S1057-7408(08)80023-X
State	Published - 1993
Externally published	Yes

ASJC Scopus subject areas

Applied Psychology
Marketing

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10.1016/S1057-7408(08)80023-X

Cite this

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title = "Giving voice to the gift: The use of projective techniques to recover lost meanings",

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.",

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AB - 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.

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

Abstract

ASJC Scopus subject areas

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