and Smith report that when used with larger Ns in research, as opposed to the clinical assessment of an individual, projective tests can exhibit high validity and reliability. Concerns Assumptions The more unstructured the stimuli, the more examinees reveal about their personality. Projection is greater to stimulus material that is similar to the examinee There is an "unconscious." Subjects are unaware of what they disclose Provides information about personality that is not obtainable through self-report measures Subjects are projecting their personality onto the ambiguous stimuli they are interpreting Situation Variables Age of examiner Specific instructions Subtle reinforcement cues Setting/privacy Terminology In 2006 the terms "objective test" and "projective test" came under criticism in the Journal of Personality Assessment. The more descriptive "rating scale or self-report measures" and "free response measures" are suggested, rather than the terms "objective tests" and "projective tests," respectively. Additionally, there are inherent biases implied in the terminology itself. For example, when individuals use the term "objective" to describe a test, it is assumed that the test possess accuracy and precision. Conversely, when the term "projective" is used to describe a test, it is assumed that these measures are less accurate. Neither of these assumptions are fully accurate, and have led researchers to develop alternative terminology to describe various projective measures. For example, it has been proposed that the Rorschach be labeled as a "behavioral task" due to its ability to provide an in vivo or real life sample of human behavior. It is easy to forget that both objective and projective tests are capable of producing objective data, and both require some form of subjective interpretation from the examiner. Objective testing, such as self-report measures, like the MMPI-2, require objective responses from the examinee and subjective interpretations from the examiner. Projective testing, such as the Rorschach, requires subjective responses from the examinee, and can in theory involve objective (actuarial) interpretation. Uses in marketing Projective techniques, including TATs, are used in qualitative marketing research, for example to help identify potential associations between brand images and the emotions they may provoke. In advertising, projective tests are used to evaluate responses to advertisements. The tests have also been used in management to assess achievement motivation and other drives, in sociology to assess the adoption of innovations, and in anthropology to study cultural meaning. The application of responses is different in these disciplines than in psychology, because the responses of