1 Metaphors in Understanding Consumer Experience and Value Yousef Atieh (300060540) Hassan Issa (300000763) Mohsen Issa (300060288) Ahmad Mazloum (300083013) Ramtin Zeinali (STUDENT NUMBER) Telfer School of Management ADM 3321 B Michael S. Mulvey November 11, 2021 Abstract Introduction Research Purpose Research Synthesis · Metaphors contribute to thinking and knowing (Ahmad) Throughout the article, Gerald Zaltman mentions the impact metaphors tend to have when individuals express their thoughts. Similarly, they shape the way humans interact as it is well known as the basis of thinking and knowing (Zaltman, 1996, p. 14). Continuing on this thought, Zaltman had paved the way for future research to be in place as his analysis is prone to have gaps. As expanded further by Johnson & Lakoff (2008) “The essence of metaphor is understanding and experiencing one kind of thing in terms of another.” In other words, most human interactions come across as metaphorically structured. For example, we can use the term “If you use that strategy, he’ll wipe you out.” (Johnson & Lakoff, 2008) In this case, we are comparing two different terms · Implication of metaphors in bodily experience (Ahmad) · How ZMET is used to analyze an individual's deep metaphors. (Mohsen) According to the article, a ZMET analysis can help marketers in their qualitative research to dive deeply into a consumer's relevant hidden thoughts to fully understand the consumer's desires and needs (G. Zaltman, 1996). To fully understand how ZMET can access these deep metaphors and thoughts, one must know the true definition of a deep metaphor and the various kinds of metaphors an individual possesses. By definition, “Deep metaphors are basic frames or orientations we have toward the world around us. They are "deep" because they are largely unconscious and universal. They are "metaphors" because they recast everything we think about, hear, say, and do. Because deep metaphors shape the way we engage the world, an understanding of them is necessary to explain why we think and act as we do” (G. Zaltman and L. Zaltman, 2008). The seven deep metaphors listed by Gerald Zaltman are balance, transformation, journey, container, connection, resource, and control (Walter, 2012). The comprehension of the meanings of all the deep thoughts will aid the researchers in their research and help them better understand consumer behavior. According to Zaltman and Zaltman (2008), “balance” covers the ideas of “adjustment”, “harmony”, and “maintenance and offsetting of forces”. Secondly, “transformation” covers the adjustment or change in state or status and can be either positive or negative. Next, we have “journey” and as stated by the authors in “Marketing Metaphoria” (2008), “journey” can mean “evolution”, “progress”, and “maturation”. The authors additionally state that to get a better understanding of an individual and for a “smoother” interacti ...

1. 1
Metaphors in Understanding Consumer Experience and Value
Yousef Atieh (300060540)
Hassan Issa (300000763)
Mohsen Issa (300060288)
Ahmad Mazloum (300083013)
Ramtin Zeinali (STUDENT NUMBER)
Telfer School of Management
ADM 3321 B
Michael S. Mulvey
November 11, 2021

2. Abstract
Introduction
Research Purpose
Research Synthesis
· Metaphors contribute to thinking and knowing (Ahmad)
Throughout the article, Gerald Zaltman mentions the impact
metaphors tend to have when individuals express their thoughts.
Similarly, they shape the way humans interact as it is well
known as the basis of thinking and knowing (Zaltman, 1996, p.
14). Continuing on this thought, Zaltman had paved the way for
future research to be in place as his analysis is prone to have
gaps. As expanded further by Johnson & Lakoff (2008) “The
essence of metaphor is understanding and experiencing one kind
of thing in terms of another.” In other words, most human
interactions come across as metaphorically structured. For
example, we can use the term “If you use that strategy, he’ll
wipe you out.” (Johnson & Lakoff, 2008) In this case, we are
comparing two different terms

3. · Implication of metaphors in bodily experience (Ahmad)
· How ZMET is used to analyze an individual's deep metaphors.
(Mohsen)
According to the article, a ZMET analysis can help marketers in
their qualitative research to dive deeply into a consumer's
relevant hidden thoughts to fully understand the consumer's
desires and needs (G. Zaltman, 1996). To fully understand how
ZMET can access these deep metaphors and thoughts, one must
know the true definition of a deep metaphor and the various

4. kinds of metaphors an individual possesses. By definition,
“Deep metaphors are basic frames or orientations we have
toward the world around us. They are "deep" because they are
largely unconscious and universal. They are "metaphors"
because they recast everything we think about, hear, say, and
do. Because deep metaphors shape the way we engage the
world, an understanding of them is necessary to explain why we
think and act as we do” (G. Zaltman and L. Zaltman, 2008). The
seven deep metaphors listed by Gerald Zaltman are balance,
transformation, journey, container, connection, resource, and
control (Walter, 2012). The comprehension of the meanings of
all the deep thoughts will aid the researchers in their research
and help them better understand consumer behavior. According
to Zaltman and Zaltman (2008), “balance” covers the ideas of
“adjustment”, “harmony”, and “maintenance and offsetting of
forces”. Secondly, “transformation” covers the adjustment or
change in state or status and can be either positive or negative.
Next, we have “journey” and as stated by the authors in
“Marketing Metaphoria” (2008), “journey” can mean
“evolution”, “progress”, and “maturation”. The authors
additionally state that to get a better understanding of an
individual and for a “smoother” interaction, one must know the
other individual's background story, or in other words, to know
one's “journey.” “Container,” the fourth deep metaphor, is all
about keeping things in or out or forming some sort of
protection or trap whether they be for people, things you value,
or normal tangible or intangible objects. The next metaphor,
being “connection,” talks about how the feeling of affiliation is
needed amongst us humans. G. Zaltman and L. Zaltman further
inform the readers that the need of feeling connected with
oneself, or others can often be the main factor that drives us to
commit certain behaviors. Additionally, in the marketing world,
this means that certain products or services have the power to
make certain individuals feel engaged or disengaged with the
product or service. The sixth metaphor, “resource,” may
sometimes be tangible or intangible and is often used to achieve

5. the feeling of satisfaction or survival. Other than the basic
needs like food and water, a friend or a family member can also
be identified as a “resource.” Finally, “control” might imply
power and authority but that is simply not the case. As Zaltman
and Zaltman (2008) explain, “control” stems from the
motivation of us humans always wanting to be in control of
ourselves, in a situation, or in control of other individuals
(Covington, 2012). A ZMET analysis is very crucial to
understanding the consumers deeper metaphors and thoughts
and can help the qualitative research in bringing forth valuable
insights into how these deeper metaphors can shape a
consumer's behaviour and decision making.
· Importance of sensory images in a ZMET interview (Mohsen)
To be finished tn.
· How ZMET improved qualitative research. (Hassan)
The key to knowing how ZMET improved qualitative research
lies in knowing the main benefits of implementing the ZMET
technique. Since qualitative research collects and utilizes non
numerical data, using the ZMET technique would undoubtedly
improve it as it combines knowledge from numerous fields such
as humanities, biological sciences, and other sub fields (G.
Zaltman, 1996).
Utilizing the ZMET technique would therefore expand upon
their qualitative research, allowing the said user to find
different unconventional solutions for your research. ZMET
would implement the use of surveys or even research to identify

6. the target of your research’s needs and wants. Moreover, using
interviews/surveys, it would undoubtedly be able to identify
those needs as throughout the interview process, every
consumer chooses at the very least 12 images which represent
their thoughts and thinking process. These images are usually
what kicks off the process, as they help the interviewer
understand their thoughts and feelings by strategically tailoring
the questions regarding the images. The process would then go
on to an interview, making use of both the Kelly repertory grid
and laddering approaches to further understand the thought
process and needs which therefore would be implemented in
qualitative research. These steps help ensure that the research
collected directly correlates with the needs and wants of your
research, as it makes sure that you can ask any clarifying
questions and find the answers that you need. After identifying
those needs, it would then proceed to exercising metaphors,
images, and even models to drive the thinking and behaviour of
your target audience (G. Zaltman and L. Zaltman, 2008). Using
metaphors, it helps you influence your consumers consciousness
and behaviors for your benefit, something that is of the utmost
importance in qualitative research.
Moreover, ZMET technique can reveal the hidden desires of
their targeted audience which allows the user to cater those
specific needs that the targeted consumer did not know about.
This also allows the user to further connect with their
consumers, as it creates a sense of connection betw een yourself
and the consumer. Not only that, but in most cases, consumers
themselves do not know what they want, and as referred to in
the article, a ZMET interview allows them to safely discover
what it is that subconsciously shapes their needs and wants.
ZMET is also very adaptable as it can be done from the comfort
of your own home or online, which caters to many individuals
as it is very convenient for them.

7. Recommendations and Implications
Based on your interpretations, connect practice (marketing) to
your research. What marketing decisions do we need to rethink
or do differently? (2-3 pages)
Reference List (APA)

9. Appendices

10. Task List

11. Signature Page
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missing student(s) signature is confirmation of non-
participation of the aforementioned student(s) in the required
work.
_____Mazloum,Ahmad________________
_11/3/2021__________________
Signature Date
Ahmad Mazloum_____________________
_300083013__________________
Last Name (print), First Name (print)
Student Number
____Issa, Hassan_____________________
_11/3/2021__________________
Signature Date
____Hassan Issa_________________
_300000763__________________
___Issa__________________________
_11/3/2021__________________
Signature Date
___Issa, Mohsen__________________
300060288____________

13. Last Name (print), First Name (print)
Student Number
Proficient – 100%
Competent – 85%
Developing – 75%
Novice (needs improvement) – 60%
Does not meet requirements – 0%
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reflective thought about the topic.
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