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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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5

Journey

How the Meeting of Past, Present, and Future Affects Consumer Thinking

Our sense of the past, present, and future often combine to create the experience of a physical, social, or psychological journey. This combination serves as a major viewing lens for all manner of experiences. One of the largest residential real estate companies in the United States recently began worrying about the marked drop-off in inquiries among potential firsttime home buyers. The trend was partly national, influenced by well-publicized economic factors. From its previous research, however, the firm knew that more than strict economics was influencing consumer behavior. Before relaunching a mortgage insurance product, managers needed a deeper understanding ...

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