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Using the Forced Metaphor-Elicitation Technique (FMET) in Subjective Personal Introspections about Self

Arch G. Woodside (Boston College, Chestnut Hill, MA, USA)

Case Study Research

ISBN: 978-1-78560-461-4, eISBN: 978-1-78560-460-7

Publication date: 7 December 2016



Chapter 7 describes research tools that permit zoomorphistic explications of self-viewing of human self-behavior in terms of the behavior of animals. Transference theory, archetypal, culture, and early experiences propositions also serve to inform the etic interpretations of an informant's zoomorphistic self-report. The chapter describes applications of the forced metaphor-elicitation technique (FMET) that provides case study data including storytelling and paradox resolution by informants. The chapter closes by advocating acceptance of Gigerenzer's proposal that method can drive theory advancement. The discussion reviews relevant literature on examining dual thinking processes by humans — implicit and explicit beliefs, attitudes, decision processes, and behavior. The research evidence helps to decode consumers’ implicit thinking and behavior toward products and brands; such evidence serves to inform ourselves and brand executives of consumers’ dreams about brands and how such dreams become reality — or what prevents consumers from buying the brands playing roles in consumers’ stories crafted through implicit thinking.


Woodside, A.G. (2016), "Using the Forced Metaphor-Elicitation Technique (FMET) in Subjective Personal Introspections about Self", Case Study Research, Emerald Group Publishing Limited, Bingley, pp. 143-156.



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