News Column

New Findings from Roosevelt University Update Understanding of Macromarketing

June 28, 2014

By a News Reporter-Staff News Editor at Marketing Weekly News -- Current study results on Macromarketing have been published. According to news reporting originating from Chicago, Illinois, by VerticalNews correspondents, research stated, "This study investigates metaphors used in the marketplace when providing microcredit to micro and small enterprises (MSEs). Metaphors are associations between abstract concepts and tangible things, wherein the former is understood and even experienced in terms of the latter."

Our news editors obtained a quote from the research from Roosevelt University, "This study culls metaphors from interviews with managers of microfinance institutions (MFIs) and their MSE customers and shows widespread use of metaphors by both groups. Three metaphoric themes emerged during the interviews: (1) love and war; (2) freedom and servitude; and (3) life and death. The widespread use of metaphors provides strong implications for communication in subsistence markets. Specifically, MFIs should intentionally use metaphors to compensate for MSEs' lack of business and financial literacy."

According to the news editors, the research concluded: "The prevalence of metaphors in MFI-MSE conversations also suggests possibilities for consumer education in subsistence markets, thus contributing to research on macromarketing."

For more information on this research see: Microcredit and Metaphors in Subsistence Markets. Journal of Macromarketing, 2014;34(2):133-144. Journal of Macromarketing can be contacted at: Sage Publications Inc, 2455 Teller Rd, Thousand Oaks, CA 91320, USA. (Sage Publications -; Journal of Macromarketing -

The news editors report that additional information may be obtained by contacting E.A. Elliot, Roosevelt Univ, Chicago, IL 60605, United States. Additional authors for this research include J. Cherian and R. Elaydi.

Keywords for this news article include: Chicago, Illinois, United States, Macromarketing, North and Central America

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Source: Marketing Weekly News

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