Burn Fat and Build Muscle: How Conceptual Metaphor Shapes Consumer Belief

Conceptual metaphor comprises a family of systematically related metaphorical comparisons. We contend that conceptual metaphor is a persuasive rhetorical tool that has the potential to make salient certain aspects of a concept while masking others. We use two exploratory methods – content assessment and multidimensional scaling – to (a) introduce conceptual metaphor and explain why it is important to consumer behavior research, (b) provide an extended example of conceptual metaphor within the consumer behavior domain of exercise, and (c) develop research questions for future work in this area.


Barbara Phillips and Edward McQuarrie (2005) ,"Burn Fat and Build Muscle: How Conceptual Metaphor Shapes Consumer Belief", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 49-50.


Barbara Phillips, University of Saskatchewan
Edward McQuarrie, Santa Clara University


E - European Advances in Consumer Research Volume 7 | 2005

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