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Metaphors Point to Hidden Mental States

Finding unmet cognitive needs (especially ones rooted in emotions and other visceral factors) is a wellspring for product and service innovation. Discovering these needs can be tricky. Listening for metaphors (or doing a metaphor hunt) has always been a good technique.

  This article  provides a little empirical evidence for why it works. 

“To summarize, we have offered evidence that metaphorical language may make it possible for people to convey what would otherwise be difficult or impossible to express. This seems to be the case with the quality of unobservable internal states like emotions, as evidenced by our results showing the predominance of metaphorical language during descriptions of feeling states as opposed to actions, especially when those states are intense.”

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This entry was posted on Saturday, December 29th, 2007 at 3:45 pm and is filed under Metaphors. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

One Response to “Metaphors Point to Hidden Mental States”

  1. Benny S Gunawan Says:
    August 12th, 2008 at 7:55 am

    this metaphor as an important but hidden mental states are very interesting to learn how our client’s mind work and how he behave

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