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Chapter from: "Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers"
Published by: Harvard Business Publishing
Published in: 2008

Abstract

Humans 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'.

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Abstract

Humans 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'.

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