Abstract
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. 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. The prevalence of metaphors in MFI-MSE conversations also suggests possibilities for consumer education in subsistence markets, thus contributing to research on macromarketing.
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