The Validity of Haire's Shopping List Projective Technique

Abstract

The effect of list valence on evaluative descriptions of a stimulus woman elicited from Haire's shopping list projective technique was investigated. The rated impressions of a stimulus woman using a given test product were dependent on the list within which the product appeared. Because of this test product by list interaction, Haire's projective technique may not be a valid procedure for determining perceived user attributes associated with a particular product.