Curtin University Homepage
  • Library
  • Help
    • Admin

    espace - Curtin’s institutional repository

    JavaScript is disabled for your browser. Some features of this site may not work without it.
    View Item 
    • espace Home
    • espace
    • Curtin Research Publications
    • View Item
    • espace Home
    • espace
    • Curtin Research Publications
    • View Item

    Consumer metaphoria: Uncovering the automaticity of animal, product/brand, and country meanings

    Access Status
    Fulltext not available
    Authors
    Martin, D.
    Palakshappa, N.
    Woodside, Arch
    Date
    2018
    Type
    Journal Article
    
    Metadata
    Show full item record
    Citation
    Martin, D. and Palakshappa, N. and Woodside, A. 2018. Consumer metaphoria: Uncovering the automaticity of animal, product/brand, and country meanings. Australasian Marketing Journal.
    Source Title
    Australasian Marketing Journal
    DOI
    10.1016/j.ausmj.2018.08.001
    ISSN
    1441-3582
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/71325
    Collection
    • Curtin Research Publications
    Abstract

    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 of associating brands and products with scant editing of their thoughts; consumers may tell more about themselves through metaphors than they would otherwise be willing to share. The study here is a primer on this indirect approach for collecting consumers’ conscious and nonconscious thoughts about countries, brands, and industries. Using zoomorphic forced metaphor-elicitation, long interviews of eight Indian consumers uncover insights about their feelings about products from China, New Zealand, the United Kingdom, and the United States. The findings demonstrate collecting rich data using metaphors offers new perspectives on how consumers view foreign products. Findings show mental processes in which consumers trust brands even if they are manufactured abroad. When brands are not identified, well-known industries associated with individual countries influence product choices. These findings suggest gestalt brand and country images explain aspects of consumer attitudes about foreign products.

    Related items

    Showing items related by title, author, creator and subject.

    • Drivers and Consequences of City Brand Love – Unravelling Tourists’ Love for Perth, WA
      Rabbanee, Fazlul ; Sadeque, Saalem; Swapan, Mohammad (2019)
      City branding is an important activity of the governing authorities of the cities around the world. While extant literature on urban governance highlights the significance of residents’ role in the development and managing ...
    • Can all brands innovate in the same way? A typology of brand position and innovation effort
      Beverland, M.; Napoli, Julie; Farrelly, F. (2010)
      Product innovation is vital to ongoing brand equity and has been responsible for revitalizing many brands, including Apple, Dunlop Volley, Mini, and Gucci. While several scholars have noted the relationship between a ...
    • Effects of "Owned By" versus "Made In" for Willingness to Buy Australian Brands
      Cheah, Isaac; Phau, Ian (2015)
      Purpose – This paper aims to examine the effects of economic nationalism and consumer ethnocentrism in the form of country of origin (COO) cues specifically “Made in…” and “Owned by…” on the product judgment of bi-national ...
    Advanced search

    Browse

    Communities & CollectionsIssue DateAuthorTitleSubjectDocument TypeThis CollectionIssue DateAuthorTitleSubjectDocument Type

    My Account

    Admin

    Statistics

    Most Popular ItemsStatistics by CountryMost Popular Authors

    Follow Curtin

    • 
    • 
    • 
    • 
    • 

    CRICOS Provider Code: 00301JABN: 99 143 842 569TEQSA: PRV12158

    Copyright | Disclaimer | Privacy statement | Accessibility

    Curtin would like to pay respect to the Aboriginal and Torres Strait Islander members of our community by acknowledging the traditional owners of the land on which the Perth campus is located, the Whadjuk people of the Nyungar Nation; and on our Kalgoorlie campus, the Wongutha people of the North-Eastern Goldfields.