Abstract:

This paper sets out to illustrate a qualitative research method focussed on the use of association and projection tests. Thus it is a method which intends to identify the affective-symbolic structures underlying the cognitive structures, and to determine the emotional substance of the images - of products, brands and Companies, which affects the consumers' attitudes, behaviours and decisions in their regard. It is a method which can be used both in basic motivation researches on products and for analysis of specific communication elements (advertising messages, packagings, names, points of sale, etc.).