O'Reilly logo

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

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

9

Control

How the Sense of Mastery, Vulnerability, and Well-Being Affects Consumer Thinking

Acquiring mastery over matters that affect us is a powerful motivation, and the extent to which we do or do not have that mastery greatly affects our sense of well-being. Thus, we become responsive to messages that say, “Have it your way,” “Never let ’em see you sweat,” and “Just do it.”1 These campaigns by Burger King, Gillette, and Nike, respectively, call on the theme of this chapter, control, a powerful viewing lens for consumers in a variety of situations in their lives—which may or may not include choosing fast food, using deodorant, or buying athletic shoes.

Consider what a global food products company discovered while developing a new breakfast ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required