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Resource: How Acquisitions and Their Consequences Affect Consumer Thinking
Zaltman, Gerald; Zaltman, LindsayBook Chapter HBS-4459BC-EMarketingThe deep metaphor of resource relates to capacities or abilities that we use to restore or achieve certain states. This chapter explores how consumers view the world through the lens of resource. This chapter is excerpted from "Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers."Starting at €8.20
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Transformation: How Changes in Substance and Circumstances Affect Consumer Thinking
Zaltman, Gerald; Zaltman, LindsayBook Chapter HBS-4455BC-EMarketingNearly every product and service is evaluated in terms of the nature and magnitude of the transformation they foster or inhibit. This chapter examines transformation as a deep metaphor that affects the customer experience. This chapter is excerpted from "Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers."Starting at €8.20
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Container: How Inclusion, Exclusion, and Other Boundaries Affect Consumer Thinking
Zaltman, Gerald; Zaltman, LindsayBook Chapter HBS-4457BC-EMarketingContainers serve two basic functions: they keep things in and they keep things out. This chapter looks at some of the many instances in which the container, as a deep metaphor, affects consumers' thinking and behavior. This chapter is excerpted from "Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers."Starting at €8.20
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Connection: How the Need to Relate to Oneself and Others Affects Consumer Thinking
Zaltman, Gerald; Zaltman, LindsayBook Chapter HBS-4458BC-EMarketingHumans have a basic need for affiliation. The need to relate to others and to oneself has established connection as a major and pervasive lens through which consumers view the world. This chapter is excerpted from "Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers."Starting at €8.20
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Foundations of Deep Metaphors: How Managers Benefit from Discovering Consumer Similarities
Zaltman, Gerald; Zaltman, LindsayBook Chapter HBS-4453BC-EMarketingThis chapter introduces some of the social, psychological, physical, and neurological bases for the deep metaphors that can help managers better understand the hearts and minds of consumers. This chapter is excerpted from "Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers."Starting at €8.20
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Balance: How Justice, Equilibrium, and the Interplay of Elements Affect Consumer Thinking
Zaltman, Gerald; Zaltman, LindsayBook Chapter HBS-4454BC-EMarketingBalance is one of the deep metaphors that affects the unconscious mind-and choices-of consumers. This chapter outlines several aspects of balance that marketers should understand. This chapter is excerpted from "Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers."Starting at €8.20
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Undressing the Mind of the Consumer: Introduction to Deep Metaphors
Zaltman, Gerald; Zaltman, LindsayBook Chapter HBS-4451BC-EMarketingDeep deficits in thinking about consumer information reveal themselves in weak product and service development, low-impact marketing communications, and ineffective product-launch strategies. These deficits are widespread across industries. Remedying this deficiency is arguably the single largest challenge facing corporate leaders today. This chapter is excerpted from "Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers...Starting at €8.20
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How to Think Deeply: A Brief Guide to Overcoming Your Depth Deficit
Zaltman, Gerald; Zaltman, LindsayBook Chapter HBS-4452BC-EMarketingThis chapter identifies a deficit in deep thinking among managers and discusses some factors contributing to this deficit, particularly managers' tendencies to overemphasize surface-level differences among consumers and to neglect the deep metaphors that enable us to observe such differences in the first place. This chapter is excerpted from "Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers."Starting at €8.20
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Journey: How the Meeting of Past, Present, and Future Affects Consumer Thinking
Zaltman, Gerald; Zaltman, LindsayBook Chapter HBS-4456BC-EMarketingHow we frame time and unfolding events-the essence of "journey" as a deep metaphor-influences such consumer decisions as home buying, financial planning, charitable giving, health care, snacks, vacations, and many more. This chapter looks at what journeys reveal about consumers. This chapter is excerpted from "Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers."Starting at €8.20
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The Sure Thing That Flopped (HBR Case Study)
Zaltman, Gerald; Zaltman, LindsayArticle HBS-R0807X-EMarketingTibal Fisher made a fortune selling trendy, inexpensive home furnishings to baby boomers. With that generation beginning to enter its sixties, he sees a huge opportunity in products for aging consumers. Focus groups and surveys confirm strong market demand for such items, and the media love the idea. So why is TF's NextStage, his new line of stores for older consumers, a disaster? Four experts comment on this fictional case study in R0807A and R0...Starting at €8.20