About this document
Metaphor-Based Advertising Insights by Carolina Mayorga is a document available to read on EtoBox.
- Author
- Carolina Mayorga
- Language
- EN
About this book
The document introduces the Zaltman Metaphor Elicitation Technique (ZMET), a research method designed to surface the mental models that drive consumer thinking and behavior. ZMET uses consumers
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- Language
- en
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