“…Zaltman Metaphor Elicitation Technique allows the identification of unconscious thoughts and feelings, (Zaltman, 2003) and it is a very powerful tool for mapping consumers' minds (Ling, et al, 2009). Working both with words and images (Bagley, et al, 2006), "the ZMET technique can be used to understand deep-seated psychological factors that underlie behavior" (Khoo-Lattimore and Prideaux, 2013: 1042).…”