Consumer Metaphoria: Uncovering the Automaticity of Animal, Product/Brand, and Country Meanings
Abstract
Consumers automatically associate animals and experiences with certain brands and products. The capability of surfacing the “automaticity of being” (Bargh & Chartrand, 2000) using metaphoric research tools provides a paradox—consumers tell researchers deeply held beliefs about the consequences of associating brands and products with scant editing of their thoughts; consumers may tell more about themselves through metaphors than they would...
Paper Details
Title
Consumer Metaphoria: Uncovering the Automaticity of Animal, Product/Brand, and Country Meanings
Published Date
May 1, 2019
Volume
27
Issue
2
Pages
113 - 125
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