ABSTRACT
This chapter focuses to show that metaphor is another important cognitive mediator between the situation and social behavior. Metaphor is commonly known as a figure of speech through which we describe one thing in terms of another. Williams and Bargh (2008) used this strategy to examine the metaphoric link between physical and interpersonal warmth. While cleanliness metaphors are involved in the severity of moral judgment, other metaphors influence confidence in moral judgment. Identities and the relations among them are abstract concepts that are difficult to comprehend, and students may find it helpful to conceptualize them metaphorically. Therapeutic outcomes depend not only on which metaphor clients use but also how broadly they apply a given metaphor to conceptualize their situation. The role of environment in shaping source knowledge also offers one explanation for group differences in cognition. Future research should also address the situational motives that may moderate when and how people use metaphor.
