Publications
Publications
  • winter 2001
  • Article
  • Journal of Advertising

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

By: Robin A. Coulter, Gerald Zaltman and Keith S. Coulter
  • Format:Print
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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).

About The Author

Gerald Zaltman

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