Abstract
Consumer responses to direct, indirect, and projective questions about milk as a fattening food were scaled and included with other variables in regression tests using family milk consumption as the dependent variable. Family size, homemaker education, and family income explained more change in milk consumption than did attitude variables. However, significant differences appeared between attitude responses to the projective question and those from the direct question about milk as a fattening food.
These differences show that projective techniques should be used where inhibitions may be raised in interviewing; in this study, problems relative to verbalizing concern about personal obesity and food prejudice probably resulted in stereotype answers to the more direct questions posed by interviewers.
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