Conceptual metaphors shape consumer psychology

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...