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Related Experiment Video

Updated: Feb 23, 2026

Creating Virtual-hand and Virtual-face Illusions to Investigate Self-representation
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Projective mapping based on choice or preference: An affective approach to projective mapping.

Paula Varela1, Ingunn Berget1, Margrethe Hersleth1

  • 1Nofima AS, P.O. Box 210, 1431 Ås, Norway.

Food Research International (Ottawa, Ont.)
|September 11, 2017
PubMed
Summary

This study introduces an affective approach to projective mapping, revealing consumer drivers of liking and choice. This method better reflects real-life decision-making by focusing on preferences, unlike traditional analytical methods.

Keywords:
AffectiveChoiceConsumersDriversNappingPreferenceProjective mapping

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Area of Science:

  • Sensory Science
  • Consumer Behavior
  • Food Science

Background:

  • Projective mapping is a sensory analysis technique.
  • Traditional projective mapping relies on analytical product comparisons.
  • Understanding consumer drivers for product choice is crucial.

Purpose of the Study:

  • To explore a novel affective approach to projective mapping.
  • To compare affective projective mapping with traditional analytical methods.
  • To identify consumer drivers of liking and choice.

Main Methods:

  • Two projective mapping sessions were conducted with the same consumers over one week.
  • Whole bread was used as a case study.
  • Consumers' preferences and choices were used to inform the affective projective mapping approach, contrasted with analytical approaches based on similarities/differences.

Main Results:

  • The affective approach to projective mapping successfully identified consumers' drivers of liking and choice.
  • This method provides a holistic perspective, mirroring real-life consumer decision-making.
  • Consumers' categorization and product descriptions were explored under different projective mapping scenarios.

Conclusions:

  • An affective approach to projective mapping offers valuable insights into consumer preferences.
  • This method provides a more realistic representation of how consumers make choices.
  • Affective projective mapping can uncover key drivers influencing product liking and selection.