The Validity of Haire's Shopping List Projective Techniques, Journal of Marketing Research
The effect of list valence on evaluative descriptions of a stimulus woman elicited from Haire's shopping list projective technique was investigated. The rated impressions of a stimulus woman using a given test product were dependent on the list within which the product appeared. Because of this test product by list interaction, Haire's projective technique may not be a valid procedure for determining perceived user attributes associated with a particular product.
Anderson, James. 1978. The Validity of Haire's Shopping List Projective Techniques. Journal of Marketing Research. 15(4): 644-649.