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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
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Abstract

Acquiring mastery over matters that affect us is a powerful motivation, and the extent to which we do or do not have that mastery greatly affects our sense of well-being. This chapter looks at control as a powerful lens through which consumers view the world. This chapter is excerpted from ‘Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers'.
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
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
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
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
View full details
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
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
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
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
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
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

Acquiring mastery over matters that affect us is a powerful motivation, and the extent to which we do or do not have that mastery greatly affects our sense of well-being. This chapter looks at control as a powerful lens through which consumers view the world. This chapter is excerpted from ‘Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers'.

Related

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
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
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
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
View full details
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
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
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
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
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
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