[Gerald_Zaltman,_Lindsay_H._Zaltman]_Marketing_Met(BookZZ.org)

Transformation is evident in our personal stories too

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Transformation is evident in our personal stories, too. Ordi- people play the lottery hoping to become instant million- s; consumers of all ages buy cosmetics to paint themselves re attractive; as audiences, we allow make-believe to become 1 when we watch slapstick comedy, horror films, and soap ras, which transform our emotional states and cause us augh, be frightened, or cry. Organizations are transformed ough growth, shake-ups, mergers, and bank~uptcy.~ Cultures nge as they come into contact with other value systems or as technologies take hold." The Transformation Lens nsformation may be the most pervasive deep metaphor ng consumers. Nearly all goods and services are intended to ate or retard passage from one state to another. This makes formation a potentially relevant viewing lens for most offer- Moreover, transformations that seem to be unique to the , body, or society often spill over into other aspects of life5 nsformational external event such as a natural disaster or
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68 Transformation civil war can transform family relationships, increase suscepti- bility to illness, alter personal values, change attitudes toward particular ethnic groups, and do much, much more. A consumer in a study on leisure-time activities described the mental change she experienced when she was physically de- tached from her everyday surroundings. Referring to a picture of someone dealing with a dead car battery in a snowy parking lot, she commented, "On holiday, I leave my emotional bag- gage behind. I switch off. I just enjoy life. When I come back, life looks better. It gives me strength to be more confident, to forget problems. O n holiday, you're totally detached; you can regenerate. My battery is recharged." Sometimes, significant transformations, even those we long for, are bittersweet. The Cheerios brand team wanted to under- stand how mothers feel about the transitions that their children go through (since some of the transitions have implications for nutrition and mealtime experiences). Many mothers made com- ments like the following: "When his first tooth fell out, we cele- brated. But when the Tooth Fairy went to put money under his pillow, I had tears in my eyes-we were losing more than a tooth." Insights like this were used in advertising to show an un- derstanding of the paradox and conflicts parents feel as their children grow up. Some changes are inconsequential. Another inch of snow in Vermont is unlikely to be noticed. The presence or absence of other changes, however, may be very consequential and felt deeply For example, a heartburn sufferer who found an effec- tive treatment felt profoundly transformed: "When the treat- ment actually worked, I felt like a knight slaying a dragon. I was no longer the victim of a fire-breathing monster." The pharma- ceutical firm involved in the study is now developing point-of-
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Changes in Substance and Circumstances 69 chase displays depicting consumers as conquerors instead of ims. Seemingly small events, such as eating potato chips, hing your car, or using gift-wrap paper can produce note- thy, albeit brief, transformations in our feelings. In a study
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  • Summer '17
  • Trfgvh
  • Marketing, Jenny, Gerald Zaltman, deep metaphors

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