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The Epistemological role of metaphor in consumer research

Author: Dawar, Niraj INSEAD Area: Marketing Series: Working Paper ; 93/90/MKT Publisher: Fontainebleau : INSEAD, 1993.Language: EnglishDescription: 35 p.Type of document: INSEAD Working Paper Online Access: Click here Abstract: The central of this paper is that knowledge generation for new domains takes place through a process of metaphorical mapping of existing theories onto referents in the new domain. The importance of metaphor construction process in consumer research is examined. An account of the metaphor construction process is developed. Implications for consumer research are drawn. The concept of metaphor as a theory construction process is applied to specific cases in consumer behavior theory. Directions for future research are suggested
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The central of this paper is that knowledge generation for new domains takes place through a process of metaphorical mapping of existing theories onto referents in the new domain. The importance of metaphor construction process in consumer research is examined. An account of the metaphor construction process is developed. Implications for consumer research are drawn. The concept of metaphor as a theory construction process is applied to specific cases in consumer behavior theory. Directions for future research are suggested

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