Economic metaphors in language: the influence of linguistic strategy on market behaviors

Abstract

This study explores the role of conceptual metaphors in economic discourse as cognitive mechanisms that shape the perception of economic processes and influence market behavior. Drawing on Conceptual Metaphor Theory, the research analyzes the use of the metaphors “market”, “capital”, and “investments” in Ukrainian and English-language economic texts from 2020 to 2025. Three dominant metaphorical models are identified: “market as a living organism/battlefield”, “capital as liquid/resource”, and “investments as sowing/gambling”. The findings demonstrate that these models transform abstract economic phenomena into vivid cognitive images, activate biases such as herd behavior and fear of missing out (FOMO), and affect investment decisions, risk assessment, and resource allocation. The study also highlights cultural specificities of the Ukrainian context and emphasizes the importance of conscious metaphor use in media, education, and economic policy to promote more rational and socially responsible financial behavior.