Marketing Metaphoria: What Deep Metaphors Reveal About The Minds Of Consumers

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Marketing Metaphoria: What Deep Metaphors Reveal About The Minds Of Consumers

Marketing Metaphoria: What Deep Metaphors Reveal About The Minds Of Consumers

Marketing Metaphoria: What Deep Metaphors Reveal About The Minds Of Consumers

By: Gerald Zaltman

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Publication Date:

Apr, 01 2008

Binding:

Hard Back

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Focusing on the seven metaphors - balance, connection, container, control, journey, resource, and transformation--the Zaltmans show how deep metaphors unconsciously pervade and shape our lives. If we recognise them and understand their power over us, we can use them more purposefully to improve the quality of customer relationships and market research and to challenge such pervasive business practices as market segmentation. Most important, deep metaphors can help prompt deeper thinking about key issues in business, where much thought is usually shallow, transient, and insight-free. To demonstrate the possibilities, the Zaltmans use an array of everyday stories from their research. The authors also share images collected through, or created by consumers during, their research to reveal insights better expressed through pictures than words.