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Researching Cultural Metaphors in Action: Metaphors of Computing Technology in Contemporary U.S. Life

Journal of Business Research 58(10), October 2005

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In this paper, prepared for a La Londe Seminar, we illustrate the utility of cultural metaphor as an analytic tool and theoretical construct in consumer research. We take as our prime example the ways that computer and internet metaphors have impacted U.S. consumers.

Tags: Computing Technology, Consumer Research, Cultural Metaphors, Semiotics