Self-object relationships in consumers' spontaneous metaphors of anthropomorphism, zoomorphism and dehumanization
dc.contributor.author | Karanika, K | |
dc.contributor.author | Hogg, M | |
dc.date.accessioned | 2019-10-10T12:52:06Z | |
dc.date.issued | 2019-12-01 | |
dc.description.abstract | How consumers relate to possessions and consumption goods, and pursue identity goals through spontaneous metaphors of anthropomorphism, zoomorphism, and dehumanization (AZD) in consumption, has not been explored. Whereas previous studies primed and prompted AZD by focusing on consumers’ reactions to marketers’ AZD, we examined AZD metaphors that emerged spontaneously from our conversations with Greek consumers in this phenomenological study. We identify four patterns that show how different attachment styles to consumer goods were combined with different types of AZD metaphors to provide different emotional benefits relating to identity goals. The study contributes to our understanding of how consumers employ AZD as self-therapeutic metaphors to cope with unwanted feelings such as guilt and ambivalence within identity conflicts, approach and feel closer to their desired selves, experience self-augmentation, and cope with their undesired selves and selfdiminishment in consumption. We discuss how marketing campaigns linked to product design, branding, and advertising might facilitate consumers’ metaphoric coping by stimulating consumers’ AZD metaphors | en_GB |
dc.identifier.citation | Vol. 109, pp. 15-25 | en_GB |
dc.identifier.doi | 10.1016/j.jbusres.2019.10.005 | |
dc.identifier.uri | http://hdl.handle.net/10871/39153 | |
dc.language.iso | en | en_GB |
dc.publisher | Elsevier | en_GB |
dc.rights.embargoreason | Under embargo until 1 June 2021 in compliance with publisher policy | en_GB |
dc.rights | © 2019. This version is made available under the CC-BY-NC-ND 4.0 license: https://creativecommons.org/licenses/by-nc-nd/4.0/ | |
dc.subject | metaphors | en_GB |
dc.subject | anthropomorphism | en_GB |
dc.subject | zoomorphism | en_GB |
dc.subject | dehumanization | en_GB |
dc.subject | self-identity | en_GB |
dc.subject | ambivalence | en_GB |
dc.title | Self-object relationships in consumers' spontaneous metaphors of anthropomorphism, zoomorphism and dehumanization | en_GB |
dc.type | Article | en_GB |
dc.date.available | 2019-10-10T12:52:06Z | |
dc.identifier.issn | 0148-2963 | |
dc.description | This is the author accepted manuscript. The final version is available from Elsevier via the DOI in this record | en_GB |
dc.identifier.journal | Journal of Business Research | en_GB |
dc.rights.uri | https://creativecommons.org/licenses/by-nc-nd/4.0/ | en_GB |
dcterms.dateAccepted | 2019-10-03 | |
rioxxterms.version | AM | en_GB |
rioxxterms.licenseref.startdate | 2019-10-03 | |
rioxxterms.type | Journal Article/Review | en_GB |
refterms.dateFCD | 2019-10-10T09:54:21Z | |
refterms.versionFCD | AM | |
refterms.panel | C | en_GB |
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Except where otherwise noted, this item's licence is described as © 2019. This version is made available under the CC-BY-NC-ND 4.0 license: https://creativecommons.org/licenses/by-nc-nd/4.0/