Results for: Cultural Metaphors
Researching Cultural Metaphors in Action: Metaphors of Computing Technology in Contemporary U.S. Life
Rita Denny and Patricia Sunderland
Journal of Business Research 58(10), October 2005Download File >
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.