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Thumbnail image for product with reference number 4454BC
Balance: How Justice, Equilibrium, and the Interplay of Elements Affect Consumer Thinking
Book chapter
-
Reference no. 4454BC
Authors: Gerald Zaltman (Harvard Business School); Lindsay Zaltman (Harvard Business School)
Chapter from: "Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers"
Published by: Harvard Business Publishing
Published in: 2008
Length: 19 pages
Topics: Archetypes; Consumer behavior; Emotions; Marketing mix; Psychology
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Abstract

Balance 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'.
Thumbnail image for product with reference number 4451BC
Undressing the Mind of the Consumer: Introduction to Deep Metaphors
Book chapter
-
Reference no. 4451BC
Authors: Gerald Zaltman (Harvard Business School); Lindsay Zaltman (Harvard Business School)
Chapter from: "Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers"
Published by: Harvard Business Publishing
Published in: 2008
Length: 14 pages
Topics: Archetypes; Consumer behavior; Emotions; Marketing mix; Psychology
View full details
Thumbnail image for product with reference number 4452BC
How to Think Deeply: A Brief Guide to Overcoming Your Depth Deficit
Book chapter
-
Reference no. 4452BC
Authors: Gerald Zaltman (Harvard Business School); Lindsay Zaltman (Harvard Business School)
Chapter from: "Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers"
Published by: Harvard Business Publishing
Published in: 2008
Length: 32 pages
Topics: Archetypes; Consumer behavior; Emotions; Marketing mix; Psychology
View full details
Thumbnail image for product with reference number 4453BC
Foundations of Deep Metaphors: How Managers Benefit from Discovering Consumer Similarities
Book chapter
-
Reference no. 4453BC
Authors: Gerald Zaltman (Harvard Business School); Lindsay Zaltman (Harvard Business School)
Chapter from: "Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers"
Published by: Harvard Business Publishing
Published in: 2008
Length: 21 pages
Topics: Archetypes; Consumer behavior; Emotions; Marketing mix; Psychology
View full details
Thumbnail image for product with reference number 4455BC
Transformation: How Changes in Substance and Circumstances Affect Consumer Thinking
Book chapter
-
Reference no. 4455BC
Authors: Gerald Zaltman (Harvard Business School); Lindsay Zaltman (Harvard Business School)
Chapter from: "Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers"
Published by: Harvard Business Publishing
Published in: 2008
Length: 22 pages
Topics: Archetypes; Consumer behavior; Emotions; Marketing mix; Psychology
View full details
Thumbnail image for product with reference number 4456BC
Journey: How the Meeting of Past, Present, and Future Affects Consumer Thinking
Book chapter
-
Reference no. 4456BC
Authors: Gerald Zaltman (Harvard Business School); Lindsay Zaltman (Harvard Business School)
Chapter from: "Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers"
Published by: Harvard Business Publishing
Published in: 2008
Length: 21 pages
Topics: Archetypes; Consumer behavior; Emotions; Marketing mix; Psychology
View full details
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Container: How Inclusion, Exclusion, and Other Boundaries Affect Consumer Thinking
Book chapter
-
Reference no. 4457BC
Authors: Gerald Zaltman (Harvard Business School); Lindsay Zaltman (Harvard Business School)
Chapter from: "Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers"
Published by: Harvard Business Publishing
Published in: 2008
Length: 25 pages
Topics: Archetypes; Consumer behavior; Emotions; Marketing mix; Psychology
View full details
Thumbnail image for product with reference number 4458BC
Connection: How the Need to Relate to Oneself and Others Affects Consumer Thinking
Book chapter
-
Reference no. 4458BC
Authors: Gerald Zaltman (Harvard Business School); Lindsay Zaltman (Harvard Business School)
Chapter from: "Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers"
Published by: Harvard Business Publishing
Published in: 2008
Length: 24 pages
Topics: Archetypes; Consumer behavior; Emotions; Marketing mix; Psychology
View full details
Thumbnail image for product with reference number 4459BC
Resource: How Acquisitions and Their Consequences Affect Consumer Thinking
Book chapter
-
Reference no. 4459BC
Authors: Gerald Zaltman (Harvard Business School); Lindsay Zaltman (Harvard Business School)
Chapter from: "Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers"
Published by: Harvard Business Publishing
Published in: 2008
Length: 25 pages
Topics: Archetypes; Consumer behavior; Emotions; Marketing mix; Psychology
View full details
Thumbnail image for product with reference number 4460BC
Control: How the Sense of Mastery, Vulnerability, and Well-being Affects Consumer Thinking
Book chapter
-
Reference no. 4460BC
Authors: Gerald Zaltman (Harvard Business School); Lindsay Zaltman (Harvard Business School)
Chapter from: "Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers"
Published by: Harvard Business Publishing
Published in: 2008
Length: 22 pages
Topics: Archetypes; Consumer behavior; Emotions; Marketing mix; Psychology
View full details
Thumbnail image for product with reference number 4461BC
Deep Metaphors at Work: A Strategy for Workable Wondering - Understanding the Minds of Consumers
Book chapter
-
Reference no. 4461BC
Authors: Gerald Zaltman (Harvard Business School); Lindsay Zaltman (Harvard Business School)
Chapter from: "Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers"
Published by: Harvard Business Publishing
Published in: 2008
Length: 29 pages
Topics: Archetypes; Consumer behavior; Emotions; Marketing mix; Psychology
View full details

About

Abstract

Balance 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'.

Related

Thumbnail image for product with reference number 4451BC
Undressing the Mind of the Consumer: Introduction to Deep Metaphors
Book chapter
-
Reference no. 4451BC
Authors: Gerald Zaltman (Harvard Business School); Lindsay Zaltman (Harvard Business School)
Chapter from: "Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers"
Published by: Harvard Business Publishing
Published in: 2008
Length: 14 pages
Topics: Archetypes; Consumer behavior; Emotions; Marketing mix; Psychology
View full details
Thumbnail image for product with reference number 4452BC
How to Think Deeply: A Brief Guide to Overcoming Your Depth Deficit
Book chapter
-
Reference no. 4452BC
Authors: Gerald Zaltman (Harvard Business School); Lindsay Zaltman (Harvard Business School)
Chapter from: "Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers"
Published by: Harvard Business Publishing
Published in: 2008
Length: 32 pages
Topics: Archetypes; Consumer behavior; Emotions; Marketing mix; Psychology
View full details
Thumbnail image for product with reference number 4453BC
Foundations of Deep Metaphors: How Managers Benefit from Discovering Consumer Similarities
Book chapter
-
Reference no. 4453BC
Authors: Gerald Zaltman (Harvard Business School); Lindsay Zaltman (Harvard Business School)
Chapter from: "Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers"
Published by: Harvard Business Publishing
Published in: 2008
Length: 21 pages
Topics: Archetypes; Consumer behavior; Emotions; Marketing mix; Psychology
View full details
Thumbnail image for product with reference number 4455BC
Transformation: How Changes in Substance and Circumstances Affect Consumer Thinking
Book chapter
-
Reference no. 4455BC
Authors: Gerald Zaltman (Harvard Business School); Lindsay Zaltman (Harvard Business School)
Chapter from: "Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers"
Published by: Harvard Business Publishing
Published in: 2008
Length: 22 pages
Topics: Archetypes; Consumer behavior; Emotions; Marketing mix; Psychology
View full details
Thumbnail image for product with reference number 4456BC
Journey: How the Meeting of Past, Present, and Future Affects Consumer Thinking
Book chapter
-
Reference no. 4456BC
Authors: Gerald Zaltman (Harvard Business School); Lindsay Zaltman (Harvard Business School)
Chapter from: "Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers"
Published by: Harvard Business Publishing
Published in: 2008
Length: 21 pages
Topics: Archetypes; Consumer behavior; Emotions; Marketing mix; Psychology
View full details
Thumbnail image for product with reference number 4457BC
Container: How Inclusion, Exclusion, and Other Boundaries Affect Consumer Thinking
Book chapter
-
Reference no. 4457BC
Authors: Gerald Zaltman (Harvard Business School); Lindsay Zaltman (Harvard Business School)
Chapter from: "Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers"
Published by: Harvard Business Publishing
Published in: 2008
Length: 25 pages
Topics: Archetypes; Consumer behavior; Emotions; Marketing mix; Psychology
View full details
Thumbnail image for product with reference number 4458BC
Connection: How the Need to Relate to Oneself and Others Affects Consumer Thinking
Book chapter
-
Reference no. 4458BC
Authors: Gerald Zaltman (Harvard Business School); Lindsay Zaltman (Harvard Business School)
Chapter from: "Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers"
Published by: Harvard Business Publishing
Published in: 2008
Length: 24 pages
Topics: Archetypes; Consumer behavior; Emotions; Marketing mix; Psychology
View full details
Thumbnail image for product with reference number 4459BC
Resource: How Acquisitions and Their Consequences Affect Consumer Thinking
Book chapter
-
Reference no. 4459BC
Authors: Gerald Zaltman (Harvard Business School); Lindsay Zaltman (Harvard Business School)
Chapter from: "Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers"
Published by: Harvard Business Publishing
Published in: 2008
Length: 25 pages
Topics: Archetypes; Consumer behavior; Emotions; Marketing mix; Psychology
View full details
Thumbnail image for product with reference number 4460BC
Control: How the Sense of Mastery, Vulnerability, and Well-being Affects Consumer Thinking
Book chapter
-
Reference no. 4460BC
Authors: Gerald Zaltman (Harvard Business School); Lindsay Zaltman (Harvard Business School)
Chapter from: "Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers"
Published by: Harvard Business Publishing
Published in: 2008
Length: 22 pages
Topics: Archetypes; Consumer behavior; Emotions; Marketing mix; Psychology
View full details
Thumbnail image for product with reference number 4461BC
Deep Metaphors at Work: A Strategy for Workable Wondering - Understanding the Minds of Consumers
Book chapter
-
Reference no. 4461BC
Authors: Gerald Zaltman (Harvard Business School); Lindsay Zaltman (Harvard Business School)
Chapter from: "Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers"
Published by: Harvard Business Publishing
Published in: 2008
Length: 29 pages
Topics: Archetypes; Consumer behavior; Emotions; Marketing mix; Psychology
View full details