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

摘要

Marketing Metaphoria is very interesting and easy to read because it explains what consumer metaphors are in a layman's language. The book is very well-constructed because it takes the reader systematically through the theory and practice and shows how deep-seated emotional and cognitive metaphors can be brought to the surface. Metaphors are used to verbalise unconscious needs of which consumers are not fully aware, and therefore marketers do not realise either what these core decision-drivers are. The authors use an innovative research approach, which combines depth interviews and actual experimental work to uncover and construct the deep-seated consumer metaphors about the real meaning of their thoughts, feelings, and desirable tangible outcomes.