Basically the arguments of Freud s classical psychoanalysis. Unacceptable behaviour - bus rides without paying. Ascribe to others - project to different situation. Fun aspect of projective tests is part of their success. Spenders say been to bank to spend at jewellers .
Savers say resisting jewellery, depositing money .
Given competing brands group them into similar categories. Focus on the way something is constructed rather than what it is. Indicates hidden feelings. Imagine you are a paint brush, describe your life , i.e. what do you do with a paintbrush once you have bought it. Projection put issue out in the open.