(Choose 1 answer)
What is the key insight regarding the use of metaphors in understanding consumer behavior according to Gerald Zaltman?
A. Metaphors reveal consumers' conscious thoughts and emotions more effectively than literal language.
B. Metaphors in consumer discussions primarily represent literal meanings of products or services.
C. Metaphors expose cognitive processes that are absent or underrepresented in literal language.
D. Metaphors have minimal significance in uncovering unconscious thoughts and beliefs.
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Exit 17
