Rights statement: This is the author’s version of a work that was accepted for publication in Journal of Business Research. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Journal of Business Research, 109, 2020 DOI: 10.1016/j.jbusres.2019.10.005
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Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
}
TY - JOUR
T1 - Self–object relationships in consumers’ spontaneous metaphors of anthropomorphism, zoomorphism, and dehumanization
AU - Karanika, Katerina
AU - Hogg, Margaret
N1 - This is the author’s version of a work that was accepted for publication in Journal of Business Research. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Journal of Business Research, 109, 2020 DOI: 10.1016/j.jbusres.2019.10.005
PY - 2020/3/31
Y1 - 2020/3/31
N2 - 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 self-diminishment in consumption. We discuss how marketing campaigns linked to product design, branding, and advertising might facilitate consumers’ metaphoric coping by stimulating consumers’ AZD metaphors.
AB - 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 self-diminishment in consumption. We discuss how marketing campaigns linked to product design, branding, and advertising might facilitate consumers’ metaphoric coping by stimulating consumers’ AZD metaphors.
KW - metaphors
KW - anthropomorphism
KW - zoomorphism
KW - dehumanization
KW - Self-identity
KW - ambivalence
U2 - 10.1016/j.jbusres.2019.10.005
DO - 10.1016/j.jbusres.2019.10.005
M3 - Journal article
VL - 109
SP - 15
EP - 25
JO - Journal of Business Research
JF - Journal of Business Research
SN - 0148-2963
ER -