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Using the forced metaphor-elicitation technique (FMET) to meet animal companions within self

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  • Woodside, Arch G.
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    Abstract

    This article describes research tools that permit zoomorphistic explications of self-viewing of human self-behavior in terms of the behavior of animals. Transference theory, archetypal, culture, and early experiences propositions also serve to inform the etic interpretations of an informant's zoomorphistic self-report. The article describes applications of the forced metaphor-elicitation technique (FMET) that provides case-study data including storytelling and paradox resolution by informants. The article closes with advocating acceptance of Gigerenzer's proposal that method can drive theory advancement. The discussion reviews relevant literature on examining dual thinking processes by humans--implicit and explicit beliefs, attitudes, decision processes, and behavior. The research evidence helps to decode consumers' implicit thinking and behavior toward products and brands; such evidence serves to inform ourselves and brand executives of consumers' dreams about brands and how such dreams become reality--or what prevents consumers from buying the brands playing roles in consumers' stories crafted through implicit thinking.

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    File URL: http://www.sciencedirect.com/science/article/B6V7S-4PCR1NF-3/1/10fda5998897270827c0fc6c9bdd0803
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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 61 (2008)
    Issue (Month): 5 (May)
    Pages: 480-487

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    Handle: RePEc:eee:jbrese:v:61:y:2008:i:5:p:480-487

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    Web page: http://www.elsevier.com/locate/jbusres

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    References

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    1. Gould, Stephen J, 1995. " Researcher Introspection as a Method in Consumer Research: Applications, Issues, and Implications: Comments," Journal of Consumer Research, University of Chicago Press, vol. 21(4), pages 719-22, March.
    2. Holbrook, Morris B., 2005. "Customer value and autoethnography: subjective personal introspection and the meanings of a photograph collection," Journal of Business Research, Elsevier, vol. 58(1), pages 45-61, January.
    3. Holbrook, Morris B., 2006. "Consumption experience, customer value, and subjective personal introspection: An illustrative photographic essay," Journal of Business Research, Elsevier, vol. 59(6), pages 714-725, June.
    4. Holt, Douglas B, 2002. " Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding," Journal of Consumer Research, University of Chicago Press, vol. 29(1), pages 70-90, June.
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    Cited by:
    1. Megehee, Carol M. & Spake, Deborah F., 2012. "Consumer enactments of archetypes using luxury brands," Journal of Business Research, Elsevier, vol. 65(10), pages 1434-1442.
    2. Ewing, Michael T. & Jevons, Colin P. & Khalil, Elias L., 2009. "Brand death: A developmental model of senescence," Journal of Business Research, Elsevier, vol. 62(3), pages 332-338, March.
    3. Abela, Andrew V., 2014. "Appealing to the imagination: Effective and ethical marketing of religion," Journal of Business Research, Elsevier, vol. 67(2), pages 50-58.
    4. Choi, Hyeonyoung & Ko, Eunju & Megehee, Carol M., 2014. "Fashion's role in visualizing physical and psychological transformations in movies," Journal of Business Research, Elsevier, vol. 67(1), pages 2911-2918.
    5. Woodside, Arch G. & Megehee, Carol M. & Sood, Suresh, 2012. "Conversations with(in) the collective unconscious by consumers, brands, and relevant others," Journal of Business Research, Elsevier, vol. 65(5), pages 594-602.

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