Marketing metaphoria : what deep metaphors reveal about the minds of consumers /
Zaltman, Gerald.
Zaltman, Lindsay H.
Boston, Mass. : Harvard Business Press,
c2008.
Includes bibliographical references (p. 209-219) and index.
How to think deeply: a brief guide to overcoming your depth deficit -- Foundations of deep metaphors: how managers benefit from discovering consumer similarities -- Balance: how justice, equilibrium, and the interplay of elements affect consumer thinking -- Transformation: how changes in substance and circumstances affect consumer thinking -- Journey: how the meeting of past, present, and future affects consumer thinking -- Container: how inclusion, exclusion, and other boundaries affect consumer thinking -- Connection: how the need to relate to oneself and others affects consumer thinking -- Resource: how acquisitions and their consequences affect consumer thinking -- Control : how the sense of mastery, vulnerability, and well-being affects consumer thinking -- Deep metaphors at work: a strategy for workable wondering.
Consumer behavior.
Metaphor.