Marketing Metaphoria

9

Control

How the Sense of Mastery, Vulnerability, and Well-Being Affects Consumer Thinking

Acquiring mastery over matters that affect us is a powerful motivation, and the extent to which we do or do not have that mastery greatly affects our sense of well-being. Thus, we become responsive to messages that say, “Have it your way,” “Never let ’em see you sweat,” and “Just do it.”¹ These campaigns by Burger King, Gillette, and Nike, respectively, call on the theme of this chapter, control, a powerful viewing lens for consumers in a variety of situations in their lives—which may or may not include choosing fast food, using deodorant, or buying athletic shoes.

Consider what a global food products company discovered while developing a new breakfast ...