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Conceptual metaphors shape consumer psychology
Author(s) -
Landau Mark J.,
Zhong Chenbo,
Swanson Trevor J.
Publication year - 2018
Publication title -
consumer psychology review
Language(s) - English
Resource type - Journals
eISSN - 2476-1281
pISSN - 2476-1273
DOI - 10.1002/arcp.1002
Subject(s) - persuasion , metaphor , salient , abstraction , psychology , conceptual metaphor , product (mathematics) , consumption (sociology) , epistemology , consumer behaviour , social psychology , cognitive psychology , advertising , cognitive science , sociology , computer science , linguistics , business , social science , philosophy , geometry , mathematics , artificial intelligence
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 superficial differences. Supporting this claim is growing evidence that exposure to metaphoric messages prompts recipients to construe the metaphor's abstraction in ways that are analogous to the salient concrete concept. This article presents a selective review of this literature, focusing on studies pertaining to product evaluation and consumption attitudes. Discussion looks across findings to identify questions for future research. Taken as a whole, this research illuminates how, when, and for whom metaphoric messages are persuasive, with theoretical and practical implications for marketing, design, and persuasion.