A projective device is defined in consumer psychology as a word-association technique in which key words are included in with neutral words on a list. Subjects are then asked to make some association to the words without knowing which are keys. Those key words then enable advertisers to become aware of effective words likely to be attractive to potential consumers. The technique may also employ cartoon characters or scene structure in which test individuals are asked to provide dialogue.
PROJECTIVE DEVICE: "The words "fast" and "hard-working" were determined to be most effective projection devices."