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Projective techniques in US marketing and management research: The influence of The Achievement Motive

Purpose – This paper aims to examine the use of projective techniques for published marketing and management research in the USA. The paper emphasizes the influence that McClelland, Atkinson, Clark and Lowell's study, The Achievement Motive (1953), has had on subsequent research. That work applied quantitative analysis to responses obtained using projective techniques.Design/methodology/approach – The approaches used in this paper consist of descriptive historical methods and a literature review. The historical analysis was conducted using Kuhn's 1967 conception of paradigms, showing that the paradigm from which projective techniques emerged – psychoanalysis – failed to gather many adherents outside the discipline of psychology. The paradigm failed to gain adherents in US colleges of business, although there are some exceptions. One exception is managerial motivation research, which built on the traditions of The Achievement Motive. The literature review suggests that, despite lacking institutional bases ...