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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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4

Transformation

How Changes in Substance and Circumstances Affect Consumer Thinking

Transformation involves an actual or contemplated change from one state to another. The changes may or may not be desired or planned. Nearly every product and service is evaluated in terms of the nature and magnitude of the change they foster or inhibit. An example is provided by Astorino, an architecture firm in Pittsburgh, charged with creating a $500 million state-of-the-art facility for the Children’s Hospital of Pittsburgh. To better understand the needs of the hospital’s end users, the firm conducted a study of patients, their parents, and the hospital staff. The study revealed that transformation was a key element of the hospital experience. Certainly, ...

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