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Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers by Lindsay H. Zaltman, Gerald Zaltman

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Foundations of Deep Metaphors

How Managers Benefit from Discovering Consumer Similarities

The human ability to observe differences in ourselves and our environment originates in a highly developed, innate capacity for making contrasts. At a very basic level, this capacity allows us to survive.1 We can distinguish between a moving car and a stationary one when crossing a busy street. We can tell whether the smell or the composition of the milk in the carton has changed overnight. We can compare the consequences of alternative actions, thus enabling ourselves to learn how to walk, speak a language, form social relationships, take responsibility for our actions, or design better products, services, and communications for consumers and employees. ...

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