Metaphoric Research: Tapping into the Consumer Psyche

The New Mainstream Podcast · Feb 17, 2021 · 39m

Humans, in general, use metaphors to assign meaning to various aspects of our lives. By creating images in our minds, we make sense of the world around us and form associations that guide our behavior. Those associations can be aspirational, pushing us to pursue a certain status, or protective, warning us to steer clear of perceived danger. Understanding those associations is essential for marketers to activate consumer groups and deliver engaging content that meets them where they are. To do this, marketers can look to metaphoric research to analyze deep metaphors shaping the human psyche…