Abstract
This systematic literature review explores the application of projective techniques in food consumer research, focusing on how they uncover the underlying emotions, attitudes, and behaviours that consumers may struggle to articulate through traditional surveys. These techniques offer deeper, more subtle insights into the motivations driving consumer behaviour – insights that may not emerge through direct questioning alone. The review identifies key trends and gaps in the application of projective techniques within food consumer research. These insights are essential for uncovering the hidden motives behind purchasing and consumption behaviours, providing valuable implications for consumer research. The findings are particularly relevant to researchers and professionals in food marketing, food retailing, consumer research, and consumer behaviour, offering valuable tools to better understand the complex factors influencing consumer food preferences, food choices, restaurant experiences, and food shopping behaviour.
Presenters
Rochelle Van VeijerenStudent, Ph.D. Candidate Consumer Science, Food Management, University of Pretoria, Gauteng, South Africa
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
CONSUMER PURCHASING MOTIVES, PROJECTIVE TECHNIQUES, UNCONSCIOUS DECISION-MAKING
