Constructing Consumers’ Mental Model with ZMET for Online Foreign Language Learning Activities


Constructing Consumers’ Mental Model with ZMET for Online Foreign Language Learning Activities


Yun Zhang

Wuhan, Hubei, China.


The customers’ particular perception of any product, service, or even brand is also the representation of mental models that underlie the customers’ feelings additionally to consequently account for customer behaviour. To amass such customer insight, this article uses a vital customer analysis tool—the Zaltman metaphor elicitation technique (ZMET) to urge the perceptual and ideal meaning of customers in thinking levels that are different through visual picture and metaphor imagination, along with further incorporate the mean – end chain theory to produce the incorporated mental map for a team of consumers within the context of online language learning, therefore offering better insight into customers behaviour.


Keywords: Mental model; ZMET; Online learning; Customer behaviour


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How to cite this article:
Yun Zhang. Constructing Consumers’ Mental Model with ZMET for Online Foreign Language Learning Activities. Global journal of Economics and Business Administration, 2020;5:32. DOI:10.28933/gjeba-2020-08-0205


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