Elicitation of Positioning Ideas Via Studying Cognitive Unconscious Through Generation and Analysis of Metaphors

Simeon Jelev

Ikonomiceski i Sotsialni Alternativi, 2009, issue 1, 20-36

Abstract: In the article theoretical grounds and the methodology of a new method of studying the unconscious via generating and analyzing metaphors ZMET (Zaltman Metaphor Elicitation Technique) are exposed

Keywords: marketing research; in-depth interview; analysis of metaphors (search for similar items in EconPapers)
JEL-codes: M3 M31 (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:nwe:iisabg:y:2009:i:1:p:20-36

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