Luri et al. (2024)

Question 1

Metaphor-Enabled Marketplace Sentiment Analysis (MEMSA)

Answer 1

A novel methodology that combines metaphor analysis with traditional sentiment analysis to better understand consumer sentiments in large text datasets. It uncovers the emotional complexity of marketplace sentiments. It offers more detailed insights into how consumers feel about financial issues. This method helps businesses and policymakers better understand the emotional drivers behind consumer behaviour

Question 2

Traditional sentiment analysis

Answer 2

The authors suggest that it struggles with identifying the exact target of sentiments, while metaphors can provide context by linking emotions to specific marketplace topics like debt

Question 3

Metaphors

Answer 3

Cognitive tools that help people understand complex ideas by linking them to more familiar concepts. They map a source domain to a target domain. E.g. the metaphor “drowning in debt” uses water (source) to explain debt (target), suggesting financial pressure. They shape language and how people emotionally connect with and interpret market realities

Question 4

Source domain

Answer 4

Something familiar

Question 5

Target domain

Answer 5

Something abstract

Question 6

Brand relationship metaphors

Answer 6

Frame marketing as building emotional, long-term customer connections

Question 7

Marketing warfare metaphors

Answer 7

Depict marketing as a competitive battlefield

Question 8

Sentiment Analysis (SA)

Answer 8

An automated method used to detect whether language expresses positive, engative, or neutral feelings. It is widely used in marketing, but has limitations. It is effective for large-scale text analysis, but lacks depth to fully understand the emotional and cultural context of marketplace sentiments

Question 9

Metaphor analysis

Answer 9

Allows researchers to uncover deeper insights into how consumers relate emotionally to brands and market realities