The Brainy Business | Understanding the Psychology of Why People Buy | Behavioral Economics cover image

259. Cognitive Semiotics and Metaphors with Sarah Thompson

The Brainy Business | Understanding the Psychology of Why People Buy | Behavioral Economics

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The Metaphors We Live by in the Show Notes

Once you have your users metaphors, you of course need to evaluate them because they're going to give you a ton of them. And very critically, you know, what metaphors are going to elicit positive emotions as we know that positive emotions are what drive behavior. So for example, with diabetes, say you hear your users talking about diabetes as an enemy,. You know, they're talking about it similar to that War frame we were talking about with the pandemic. What you really need is more like self restraining behaviors.

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