Running head: STOCK MARKET METAPHORS Metaphor in Stock Market Commentary: Consequences and Preconditions of Agentic Descriptions of Price Trends

We investigated the consequences and preconditions of two types of metaphors in stock market commentary. Agent metaphors describe price trends as actions of an animate, selfpropelled actor, whereas object metaphors describe them as movements of an inanimate object caused by external physical forces. Study 1 examined the consequences of commentary for lay investors’ judgments. Agent metaphors, compared with object metaphors and non-metaphoric descriptions, caused investors to expect price trend continuance. The remaining studies examined preconditions, the features of a trend that cause commentators to use agent versus object metaphors. We hypothesized that the rate of agentic metaphors would depend on the trend direction (upday vs downday) and steadiness (steady vs unsteady). Two archival studies tracked the metaphoric content in end-of-day CNBC commentary as function of daily price trajectories. As predicted, agent metaphors were more likely for uptrends than downtrends and especially so when the trends were relatively steady. This held for both bull (Study 2) and bear market periods (Study 3). Study 4 replicated these findings in a laboratory study where participants took the role of a stock market commentator. We discuss implications of these findings for the literatures on metaphoric cognition and financial judgment.