PL EN


Journal
2011 | 3 (40) | 74-81
Article title

EXAMINING CONSUMERS' EXPERIENCE USING METAPHORS Metaphors for e-mail (Zastosowanie metafory w badaniach doswiadczen internautów. Metafory poczty elektronicznej)

Selected contents from this journal
Title variants
Languages of publication
PL
Abstracts
EN
In todays' marketing strategy understanding and creating consumers' experience is vital. Among other tools marketers can use metaphors in their quest for gathering information. In this article the author discusses advantages and limitations of using metaphors as a research technique. The discussion is based on the presented results of the survey aiming to gain an inside view of internet users' experience connected with communication via e-mail. This popular Internet service is metaphorically described by informants as for example: - virtual travel by computer or mobile phone with safety bags installed in the 'internet vehicle'; - an unlimited container similar to an 'exclusive fridge', 'universe', or a 'neatly-packed wardrobe'; - the tool for strengthening relationships within family, friends or business. Although metaphors are useful tool in an advertising strategy, product development, understanding the core of customers' benefits or the context of consumers' experience, the marketers can fail by using them in traditional questionnaires. Nevertheless, the survey shows that metaphorical descriptions in traditionally scaled questions can positively trigger the informants' curiosity (but not necessary enhance the accuracy of their answers).
Keywords
EN
Journal
Year
Issue
Pages
74-81
Physical description
Document type
ARTICLE
Contributors
  • Urszula Swierczynska-Kaczor, Wydzial Zarzadzania i Administracji, Uniwersytet Humanistyczno-Przyrodniczy Jana Kochanowskiego w Kielcach, ul. Świetokrzyska 21, 25-406 Kielce, Poland
References
Document Type
Publication order reference
Identifiers
CEJSH db identifier
11PLAAAA09589
YADDA identifier
bwmeta1.element.e29fe7dc-4a57-38b0-b29a-25e659ee784d
JavaScript is turned off in your web browser. Turn it on to take full advantage of this site, then refresh the page.