Advanced Search
Chapter search
Book cover: Research in Consumer Behavior

Research in Consumer Behavior

ISSN: 0885-2111
Series editor(s): Professor Russell W. Belk

Subject Area: Marketing

Content: Series Volumes | icon: RSS Current Volume RSS

Options: To add Favourites and Table of Contents Alerts please take a Emerald profile

Previous article.Icon: Print.Table of Contents.Icon: .

Document request:
World's Largest Metaphor Hits Iceberg: Travelling in Trope on Titanic

Document Information:
Title:World's Largest Metaphor Hits Iceberg: Travelling in Trope on Titanic
Author(s):Stephen Brown
Volume:14 Editor(s): Russell W. Belk, Søren Askegaard, Linda Scott ISBN: 978-1-78190-022-2 eISBN: 978-1-78190-023-9
Citation:Stephen Brown (2012), World's Largest Metaphor Hits Iceberg: Travelling in Trope on Titanic, in Russell W. Belk, Søren Askegaard, Linda Scott (ed.) Research in Consumer Behavior (Research in Consumer Behavior, Volume 14), Emerald Group Publishing Limited, pp.353-369
DOI:10.1108/S0885-2111(2012)0000014022 (Permanent URL)
Publisher:Emerald Group Publishing Limited
Article type:Chapter Item

Purpose – To explore the nature of metaphorical thinking in marketing and consumer research, with particular emphasis on consumers’ metaphor-manufacturing proclivities.

Methods/approach – The chapter concentrates on one of the most compelling and powerful metaphors of the 20th century, the sinking of the RMS Titanic in April 1912. It uses introspective methods to interrogate consumers’ figurative interpretations of the iconic catastrophe.

Findings – Four categories of consumer metaphor-making are identified: negative, positive, reflexive and visual.

Research implications – The profusion of Titanic tropes suggests that researchers should resist unearthing ‘deep’ metaphors and focus instead on ‘wide’ metaphors, those that spread across the surface of society and culture.

Practical implications – ZMET, the widely used metaphorical elicitation procedure, warrants a complement called TMET. This Titanic Metaphor Elaboration Tendency is better attuned to contemporary branding thinking than its more familiar predecessor.

Fulltext Options:



Existing customers: login
to access this document


- Forgot password?

- Athens/Institutional login



Downloadable; Printable; Owned
HTML, PDF (160kb)

To purchase this item please login or register.


- Forgot password?

Recommend to your librarian

Complete and print this form to request this document from your librarian

Marked list

Bookmark & share

Reprints & permissions