Transmodern Metaphors and Consumer Spirituality

Esi Abbam Elliot, University of Illinois at Chicago, USA
Benet DeBerry-Spence, University of Illinois at Chicago, USA
This research explores transmodern metaphorical associations related to consumer spirituality, where transmodern is defined as a way of thinking that combines intuition and spirituality with rational brainwork. An initial study was conducted using visuals from advertisements with African Kente cloth that was targeted at African American consumers and reveals ‘meta-connections’ as an important metaphorical connectivity. The inclusion of meta-connections as a type of consumer metaphorical association captures the ontological perspectives embedded within many ethnic cultures and acknowledges the importance of these perspectives in understanding consumer behavior.
[ to cite ]:
Esi Abbam Elliot and Benet DeBerry-Spence (2010) ,"Transmodern Metaphors and Consumer Spirituality", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 792-793 .