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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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Resource

How Acquisitions and Their Consequences Affect Consumer Thinking

Resources are capacities or abilities used to restore or achieve certain states. Because resources are so central to survival and feelings of satisfaction, we often use the concept of resource as a viewing lens for judging objects, people, and events. A resource may be physical (such as a tool, person, or organization) or intangible (such as a skill or body of knowledge). Resources act as agents enabling us to achieve important goals. In the strongest business relationships, both parties feel rewarded. American Insurance Administrators (AIA), a provider of insurance-related financial services to members of university alumni associations, wanted to understand the relationship ...

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