Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers

Contents Undressing the Mind of the Consumer: Introduction to Deep Metaphors 1 How to Think Deeply: A Brief Guide to Overcoming Your Depth Deficit 2 Foundations of Deep Metaphors: How Managers Benefit from Discovering Consumer Similarities 3 Balance: How Justice, Equilibrium and the Interplay of Elements Affect Consumer Thinking 4 Transformation: How Changes in Substance and Circumstances Affect Consumer Thinking 5 Journey: How the Meeting of Past, Present and Future Affects Consumer Thinking 6 Container: How Inclusion, Exclusion and Other Boundaries Affect Consumer Thinking 7 Connection; How the Need to Related to Oneself and Others Affect Consumer Thinking 8 Resource: How Acquisitions and Their Consequences Affect Consumer Thinking 9 Control: How the Sense of Mastery, Vulnerability and Well-Being Affects Consumer Thinking 10 Deep Metaphors at Work: A Strategy for Workable Wondering