Persistent Link:
http://hdl.handle.net/10150/291481
Title:
Watch your language: Metaphor as a source of available information
Author:
Morgan, Susan Elaine, 1967-
Issue Date:
1993
Publisher:
The University of Arizona.
Rights:
Copyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.
Abstract:
Few studies have attempted to operationalize metaphor or measure its effect on receivers. This thesis suggests that the language used to frame information has a powerful impact on receivers. The experiment following the literature review shows that the use of a {family, plant, biology} metaphor cluster produces significantly greater donations of money to an organization. Better, though nonsignificant, results on other dependent measures were also obtained using the {family, plant, biology} cluster rather than the {war, machine, death} cluster. Theoretical implications and organizational applications of these findings are discussed and new research directions are proposed.
Type:
text; Thesis-Reproduction (electronic)
Keywords:
Speech Communication.; Business Administration, Marketing.; Speech Communication.
Degree Name:
M.A.
Degree Level:
masters
Degree Program:
Graduate College; Communication
Degree Grantor:
University of Arizona
Advisor:
Morrill, Calvin

Full metadata record

DC FieldValue Language
dc.language.isoen_USen_US
dc.titleWatch your language: Metaphor as a source of available informationen_US
dc.creatorMorgan, Susan Elaine, 1967-en_US
dc.contributor.authorMorgan, Susan Elaine, 1967-en_US
dc.date.issued1993en_US
dc.publisherThe University of Arizona.en_US
dc.rightsCopyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.en_US
dc.description.abstractFew studies have attempted to operationalize metaphor or measure its effect on receivers. This thesis suggests that the language used to frame information has a powerful impact on receivers. The experiment following the literature review shows that the use of a {family, plant, biology} metaphor cluster produces significantly greater donations of money to an organization. Better, though nonsignificant, results on other dependent measures were also obtained using the {family, plant, biology} cluster rather than the {war, machine, death} cluster. Theoretical implications and organizational applications of these findings are discussed and new research directions are proposed.en_US
dc.typetexten_US
dc.typeThesis-Reproduction (electronic)en_US
dc.subjectSpeech Communication.en_US
dc.subjectBusiness Administration, Marketing.en_US
dc.subjectSpeech Communication.en_US
thesis.degree.nameM.A.en_US
thesis.degree.levelmastersen_US
thesis.degree.disciplineGraduate Collegeen_US
thesis.degree.disciplineCommunicationen_US
thesis.degree.grantorUniversity of Arizonaen_US
dc.contributor.advisorMorrill, Calvinen_US
dc.identifier.proquest1353124en_US
dc.identifier.bibrecord.b27688483en_US
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