Interpreting Consumer Perceptions of Advertising: An Application of the Zaltman Metaphor Elicitation Technique

By Robin A. Coulter, G. Zaltman, Keith S. Coulter. 2001

267 citations recorded by the source corpus.

Subfields: Experimental and Cognitive Psychology, Literature and Literary Theory, Marketing

View Paper: https://www.semanticscholar.org/paper/c06577886846e1d6da067a757a4118338e10c7aa

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Experimental and Cognitive Psychology

1. Wansoo Kim
2. Sunghyup Sean Hyun

In Marketing

1. Sunghyup Sean Hyun
2. Wansoo Kim
3. M. Lee
4. E. Hirschman
5. Robin A. Coulter
6. Heesup Han
7. Jinsoo Hwang
8. S. Tanford

Citations in the corpus

• Men, Dogs, Guns, and Cars--The Semiotics of Rugged Individualism (2003, background): “The second research avenue pursued herein is the growing interest in viewing advertisements as carriers of mythic, rhetorical, symbolic, and metaphoric content (Coulter, Zaltman, and Coulter 2001; Johar, Holbrook, and Stern 2001; Randazzo 1995; Stern 1988).”
• BANNER ADVERTISER-WEB SITE CONTEXT CONGRUITY AND COLOR EFFECTS ON ATTENTION AND ATTITUDES (2005, background): “The negative attitude toward advertising may stem from the perceived efficacy of the advertisements (Coulter, Zaltman, and Coulter 2001).”
• How smartphone advertising influences consumers' purchase intention (2019, background): “Coulter, Zaltman, and Coulter (2001) found that entertainment is an important value that consumers look for in advertising.”
• The impact of advertising on patrons' emotional responses, perceived value, and behavioral intentions in the chain restaurant industry: The moderating role of advertising-induced arousal (2011, background): “Coulter et al. (2001) onducted in-depth interviews with 14 consumers in order to xamine the subjects’ expectations of and reactions towards adverising.”