Marketing Metaphoria

by Zaltman, Gerald

• ISBN13: 9781422121153
• ISBN10: 1422121151
• Format: Hardcover
• Copyright: 2008-04-22
• Publisher: Harvard Business School Pr

Summary

Meet the seven samurai of metaphor in this provocative follow-up toHow Customers Think. Jerry and Lindsay Zaltman explain how and why we use deep metaphors, which the authors define as any form of non-literal representation so deeply embedded in a person's thought processes that the person is unconscious of using it.Focusing on the seven metaphors - balance, connection, container, control, journey, resource, and transformation--the Zaltmans show how deep metaphors unconsciously pervade and shape our lives. If we recognise them and understand their power over us, we can use them more purposefully to improve the quality of customer relationships and market research and to challenge such pervasive business practices as market segmentation. Most important, deep metaphors can help prompt deeper thinking about key issues in business, where much thought is usually shallow, transient, and insight-free.To demonstrate the possibilities, the Zaltmans use an array of everyday stories from their research. The authors also share images collected through, or created by consumers during, their research to reveal insights better expressed through pictures than words.

Author Biography

Gerald Zaltman is the Joseph C. Wilson Professor of Business Administration, Emeritus, at Harvard Business School.

Table of Contents

Undressing the Mind of the Consumer: Introduction to Deep Metaphors
How to Think Deeply: A Brief Guide to Overcoming Your Depth Deficit	p. 1
Foundations of Deep Metaphors: How Managers Benefit from Discovering Consumer Similarities	p. 29
Balance: How Justice, Equilibrium, and the Interplay of Elements Affect Consumer Thinking	p. 47
Transformation: How Changes in Substance and Circumstances Affect Consumer Thinking	p. 63
Journey: How the Meeting of Past, Present, and Future Affects Consumer Thinking	p. 81
Container: How Inclusion, Exclusion, and Other Boundaries Affect Consumer Thinking	p. 99
Connection: How the Need to Relate to Oneself and Others Affects Consumer Thinking	p. 121
Resource: How Acquisitions and Their Consequences Affect Consumer Thinking	p. 141
Control : How the Sense of Mastery, Vulnerability, and Well-Being Affects Consumer Thinking	p. 163
Deep Metaphors at Work: A Strategy for Workable Wondering	p. 183
Notes	p. 209
Acknowledgments	p. 221
Index	p. 223
About the Authors	p. 229
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