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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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Balance

How Justice, Equilibrium, and the Interplay of Elements Affect Consumer Thinking

Balance describes a state of physical, psychological, or social equilibrium. As we near that state, we experience a sense of balance; as we deviate we experience feelings of imbalance. Balance is one of the earliest manifestations of embodied cognition. Often, multiple dimensions or elements are involved as we look through this lens. Let’s consider an example.

Before beginning the production and marketing of a premium vodka, a new distillery wanted to understand consumers’ thoughts and feelings about premium, or “top-shelf,” brands of vodka and why people drink it. This new spirits firm also wanted to understand consumer responses to alternative concepts ...

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