---
product_id: 18960168
title: "Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers"
brand: "gerald zaltmanlindsay h. zaltman"
price: "$78.96"
currency: USD
in_stock: true
reviews_count: 10
url: https://www.desertcart.us/products/18960168-marketing-metaphoria-what-deep-metaphors-reveal-about-the-minds-consumers
store_origin: US
region: United States of America
---

# Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers

**Brand:** gerald zaltmanlindsay h. zaltman
**Price:** $78.96
**Availability:** ✅ In Stock

## Quick Answers

- **What is this?** Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers by gerald zaltmanlindsay h. zaltman
- **How much does it cost?** $78.96 with free shipping
- **Is it available?** Yes, in stock and ready to ship
- **Where can I buy it?** [www.desertcart.us](https://www.desertcart.us/products/18960168-marketing-metaphoria-what-deep-metaphors-reveal-about-the-minds-consumers)

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- gerald zaltmanlindsay h. zaltman enthusiasts

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## Description

Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers

## Images

![Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers - Image 1](https://m.media-amazon.com/images/I/41SB9CA68GL.jpg)
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## Customer Reviews

### ⭐⭐⭐⭐⭐ 







  
  
    A Resource to Transform Your Thinking
  

*by M***Y on Reviewed in the United States on June 3, 2008*

By way of full disclosure, I was a graduate assistant for Jerry Zaltman when he was a Professor at the University of Pittsburgh. Naturally, I've followed Jerry's many publications for these past 20 years and have never found the time I've invested in reading his latest ideas less than incredibly worthwhile.Interestingly, I bought this book based solely on the title and my expectation that it would be full of new ideas and insights about how using metaphors in marketing tactics would influence consumer behavior. While this book does cover material related to that sort of thing, it really covers so much more. The first two chapters on thinking deeply, "Workable Wondering" and focusing on consumer similarities set the stage for how to take the insights and ideas from the next 7 chapters (one per each deep metaphor) and incorporate them into your own thinking. The last chapter ties things together and presents a number of ideas for how Deep Metaphors may influence a number of marketing strategies and tactics.This book is written to stimulate your thinking about how Deep Metaphors apply in many areas of marketing and consumer behavior. It doesn't present a list of "to dos" or lay out a plan of action that you should follow. Instead, you'll find yourself seeing what you, your consumers and your competitors do in a new light.

### ⭐⭐⭐ 







  
  
    Much less than expected
  

*by F***Y on Reviewed in the United States on August 27, 2009*

I have read Gerald Zaltman's work over the years.  Sometimes he has made real important contributions.  This time I am afraid to say that he promises something he does not deliver.His (their) "metaphor" approach is supposed to be the subject of the book. But instead of sharing how to go about uncovering metaphors, the authors spend their time reverse engineering commercials and providing ex-post-facto explanations that justify the "theory" of deep metaphors. Qualitative market researchers have been asking consumers for metaphors since I can remember.  For about 30 years I have asked consumers to tell me "what is it like to" do something, etc.  Consumers do respond with metaphors that can be very useful. So, what is so proprietary about this approach?  To be fair the book offers a taxonomy of metaphors. But the taxonomy does little to help the marketer actually connect with the consumer (unless you buy their consulting services). Because metaphors work in-context, and in-culture, not in a vacuum. The authors attempt to erase the importance of culture by claiming that understanding universals is enough. That contributes to marketing misconceptions instead of advancing the discipline.I would like to caution readers that this approach to attract clients to their practice is unlikely to advance our understanding of consumer behavior.  Post-hoc rationalizations can be interesting, but anyone can explain past events.  The problem is predicting them.

### ⭐⭐⭐⭐⭐ 







  
  
    Awesome
  

*by M***  on Reviewed in the United States on August 3, 2020*

This book helps you understand the human being, the unconscious mind it’s more easily to manage if you know what this author wants you to know and how to improve in your products or in your life !!

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*Product available on Desertcart United States of America*
*Store origin: US*
*Last updated: 2026-02-28*