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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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Undressing the Mind of the Consumer: Introduction to Deep Metaphors

Not long ago, “Jenny,” a twenty-year-old bookkeeper for a small building contractor, agreed to share her thoughts and feelings about becoming a first-time mother. To prepare for our meeting, we asked her to collect eight images, clipped from magazines and other sources, that represented how she felt about this phase of her life.

Every day around the globe, we and our global licenseepartners interview people like Jenny in depth, on behalf of many of the world’s most respected firms, leading brands, and nonprofit organizations, all of which need a deeper understanding of the topic at hand. We use a special interview approach developed because most of what people know, they do not ...

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