Review paper
Conceptual metaphors shape consumer psychology
Abstract
Marketers routinely use metaphors to compare abstract concepts to concrete concepts in remote domains. For example, a tagline “Supercharge your day” compares energy to electricity. Such messages aim to change consumer attitudes and behavior, but what impact do they have? According to Conceptual Metaphor Theory, metaphors can shape thought by borrowing knowledge of a concrete concept to understand and relate to an abstraction, despite their...
Paper Details
Title
Conceptual metaphors shape consumer psychology
Published Date
Dec 16, 2017
Journal
Volume
1
Issue
1
Pages
54 - 71
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