Metaphors and the market: Consequences and preconditions of agent and object metaphors in stock market commentary

@article{Morris2007MetaphorsAT,
  title={Metaphors and the market: Consequences and preconditions of agent and object metaphors in stock market commentary},
  author={M. Morris and Oliver J. Sheldon and D. Ames and M. Young},
  journal={Organizational Behavior and Human Decision Processes},
  year={2007},
  volume={102},
  pages={174-192}
}
We investigated two types of metaphors in stock market commentary. Agent metaphors describe price trajectories as volitional actions, whereas object metaphors describe them as movements of inanimate objects. Study 1 examined the consequences of commentators’ metaphors for their investor audience. Agent metaphors, compared with object metaphors and non-metaphoric descriptions, caused investors to expect price trend continuance. The remaining studies examined preconditions, the features of a… Expand

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