Marketing metaphoria : what deep metaphors reveal about the minds of consumers /
Gerald Zaltman, Lindsay H. Zaltman.
- Boston, Mass. : Harvard Business School Press, (c)2008.
- 1 online resource (xxi, 230 pages, 8 unnumbered pages of color plates) : illustrations.
Includes bibliographies 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.
"Marketing Metaphoria undresses the mind of the consumer to reveal the powerful, unconscious viewing lenses that shape what people think, hear, say, and do. These lenses are called "deep metaphors" and they populate the unconscious mind. Understanding how people use deep metaphors will help you develop new products, launch innovations, enhance purchase and consumption experiences, create engaging communications, and much more." "Drawing on thousands of interview, the authors identify seven primary deep metaphors. Knowing how they influence your consumers can have a huge effect on your sales and profits. Marketing Metaphoria describes how some of the world's most famous companies as well as small firms, not-for-profits, and social enterprises have successfully leveraged deep metaphors to solve their marketing problems."--Jacket.