How collages reveal your deepest thoughts

Table of contents

1 Introduction

1.1 Problem statement

1.2 Aim of the thesis

1.3 Outlook

2 Accessing and retrieving brand knowledge

2.1 Assumptions on brand knowledge representation

2.1.1 It is all about representations.

2.1.2 Consumer memory

2.1.3 Brand knowledge structures

2.1.4 Consumers think visually

2.2 Challenges in retrieving brand knowledge

2.2.1 Overview

2.2.2 Heuristics and biases

2.3 Brand knowledge retrieval

2.3.1 Qualitative research

2.3.2 Projective techniques

2.3.2.1 Verbal methods

2.3.2.2 Nonverbal methods

2.4 Characteristics and applications of collages in marketing

2.4.1 History of collages

2.4.2 Characteristics, advantages and limitations of collages

2.4.3 Collages applied in marketing

3 Analyzing visually retrieved brand knowledge

3.1 Understanding the meaning of signs: semiotics and hermeneutics

3.1.1 Semiotics

3.1.2 Hermeneutics

3.2 Metaphor analysis in interpreting collages

3.2.1 Metaphors as cognitive constructs

3.2.2 Metaphors versus image schemata

3.2.2.1 Types of image schemata

3.2.3 Visual metaphors as sources of brand knowledge

3.3 Color theory in interpreting collages

3.3.1 What colors reveal about customers

3.3.2 Same color, different meaning

3.3.2.1 White – the “godlike” color

3.3.2.2 Black – the “negative” color

3.3.2.3 Red – the color of fire

3.3.2.4 Blue – the color of infinite dimensions

3.3.2.5 Gray – the “boring” color

3.3.2.6 Green – the color of life

3.3.2.7 Yellow – the “sunny” color

3.4 A communication psychological view on collages

3.5 Structural analysis of collages

4 Empirical study

4.1 Data collection and sample

4.2 Data analysis

4.2.1 Empathy and mentalizing as justification for this work

4.2.2 The multi-layered interpretation process

4.2.2.1 Metaphor analysis – method and procedure

4.2.2.2 Color theory – method and procedure

4.2.2.3 Communication model – method and procedure

4.2.2.4 Structural analysis – method and procedure

4.2.2.5 Cross validation procedure

4.2.3 Findings and results

4.2.3.1 Interpretation of collages and interviews by the researcher

4.2.3.1.1 Collage 1bm0407h

4.2.3.1.2 Collage 1bh0506f

4.2.3.1.3 Collage 1bc0109m

4.2.3.1.4 Collage 1bf1205i

4.2.3.1.5 Collage 2bd0407r

4.2.3.1.6 Collage 2bv0809r

4.2.3.1.7 Collage 2ba0309e

4.2.3.1.8 Collage 2bm1005n

4.2.3.1.9 Collage 2bk0109n

4.2.3.1.10 Collage 2bm0907r

4.2.3.2 Information gained from metaphor analysis of collages

4.2.3.3 Information gained from color theory in collages

4.2.3.4 Information gained from communication model

4.2.3.5 Information gained from structural analysis

4.2.3.6 Information gained from metaphor analysis of interviews

4.2.3.7 Differences in results between collages and interviews

5 Discussion

6 Managerial implications and future research

7 References

Aim and Topics

The primary aim of this thesis is to develop a robust, multi-layered framework for the interpretation of collages in marketing research that does not require additional verbal input from participants. The central research question explores whether visual interpretation alone can yield actionable brand knowledge, how this knowledge is captured, and whether it differs significantly from traditional verbal analysis methods.

• Theoretical foundations of brand knowledge representation and visual thinking.
• Methodological application of metaphor analysis, color theory, and communication models.
• Integration of structural analysis to assess visual syntax and composition.
• Standardization of a multi-layered interpretation process for qualitative visual research.
• Comparative analysis of visually versus verbally derived brand insights.

Excerpt from the book

Summary of Chapters

1 Introduction: Provides the problem statement and research objective, highlighting the necessity of visual interpretation methods for consumer brand knowledge.

2 Accessing and retrieving brand knowledge: Explores cognitive theories of memory, mental representations, and the challenges of retrieving unconscious brand associations, concluding with an overview of projective techniques.

3 Analyzing visually retrieved brand knowledge: Details the theoretical approaches used for interpretation, including semiotics, hermeneutics, metaphor analysis, color theory, communication models, and structural analysis.

4 Empirical study: Describes the study methodology and provides a comprehensive, multi-layered interpretation of ten specific collages and their corresponding interviews.

5 Discussion: Evaluates the limitations of the proposed interpretation framework and compares findings across different analytical approaches.

6 Managerial implications and future research: Discusses the practical application of collage analysis in marketing and outlines potential avenues for further research.

7 References: Lists the academic literature and sources cited throughout the thesis.

Key Words

Brand Knowledge, Consumer Behavior, Collage Technique, Projective Techniques, Metaphor Analysis, Color Theory, Image Schemata, Semiotics, Hermeneutics, Structural Analysis, Marketing Research, Qualitative Research, Brand Identity, Mental Models, Consumer Memory

Frequently Asked Questions

What is the fundamental purpose of this thesis?

The thesis aims to develop a standardized, multi-layered framework for interpreting consumer collages to uncover unconscious brand knowledge without relying on additional verbal input from the participants.

What are the central thematic fields?

The work integrates consumer psychology, semiotics, metaphor theory, color symbolism, and communication studies to analyze visual data effectively.

What is the primary research goal?

The goal is to determine if collages can be interpreted reliably on their own and to compare findings from visual-only analysis with results derived from supplementary verbal interviews.

Which scientific methods are applied?

The research utilizes a six-step process including metaphor analysis (based on Lakoff and Johnson), color theory, Schulz von Thun's four-sides communication model, and researcher-developed structural analysis.

What does the main body of the work cover?

It provides an extensive empirical study of ten individual collages, systematically applying the proposed analytical steps to each and cross-validating the results with respondent interviews.

Which keywords characterize the work?

The key themes include brand knowledge, projective techniques, visual metaphors, cognitive image schemata, and the interpretation of non-verbal consumer data.

Why are standard direct questioning methods considered insufficient?

Direct questions rely on the respondent's memory and verbal fluency, which often fails to capture the tacit, unconscious, and emotionally complex associations that visual-based projective techniques like collages can reveal.

What role do "image schemata" play in the analysis?

Image schemata serve as the primary cognitive structures identified in the visual metaphors of collages, allowing the researcher to map how consumers mentally organize and structure their experiences with a brand.