Conceptual metaphor in consumer and managerial decision making.

摘要

Despite the ubiquity of conceptual metaphor (e.g., Gibbs, 1994; Lakoff & Johnson, 1999; Sweetser, 1990) in advertising and managerial rhetoric, virtually no research has empirically measured its use or cognitive impact—the purpose of this dissertation is to take a significant first-step at filling this void in the marketing literature. Using an essay format, this dissertation essentially consists of three empirical papers examining: (1) the use and role of conceptual metaphor in advertising; (2) the impact of metaphor-based framing on consumer memory and cognition; and (3) the impact of metaphor-based mental models on managerial decision making.; To examine the use and role of conceptual metaphor in advertising rhetoric (Essay 1), a content analysis of 1,234 print ads across four product/service categories was conducted. The results indicate that conceptual metaphors are very important, as they are used in about one-half of ads across key elements (e.g., headline, visual, tagline, logo) and are the sole means of communicating the ad's key selling idea in about one-third of ads (i.e., no objective corroborating support for implied advertising claims).; To examine the cognitive impact of conceptual metaphors on consumers (Essay 2), three experiments using actual consumer-directed communications were conducted. Based on response-time latencies, inference making and recall, the results indicate that conceptual metaphors can create potent mediating cognitive structures that significantly bias consumer memory and cognition.; To examine the role of metaphors in the managerial setting (Essay 3), three experiments manipulating advisor expertise and metaphor-based new product advice were conducted using soon-to-be marketing managers. The results indicate that conceptual metaphors are powerful, as they can significantly affect new product spending and confidence independent of advisor expertise. The results also indicate that metaphors can affect ethical decision making (e.g., willingness to steal competitor information).; These studies demonstrate that conceptual metaphor theory is an important and relevant topic for consumer and managerial researchers. Opportunities for future research are discussed.