Article | Journal of Advertising | winter 2001

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

by Robin A. Coulter, Gerald Zaltman and Keith S. Coulter

Keywords: Customers; Perception; Advertising;

Citation:

Coulter, Robin A., Gerald Zaltman, and Keith S. Coulter. "Interpreting Consumer Perceptions of Advertising: An Application of the Zaltman Metaphor Elicitation Technique." Journal of Advertising (winter 2001).