Consumer metaphoria: Uncovering the automaticity of animal, product/brand, and country meanings
Consumers automatically associate animals and experiences with certain brands and products. The capability of surfacing the “automaticity of being” (Bargh & Chartrand, 2000) using metaphoric research tools provides a paradox—consumers tell researchers deeply held beliefs about the consequences o...
| Main Authors: | , , |
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| Format: | Journal Article |
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Elsevier
2018
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| Online Access: | http://hdl.handle.net/20.500.11937/71325 |