Metaphors shape how we perceive, engage with, and interpret our realities; yet, how often do we, as researchers, harness them to advance our thinking, and possibly our theorizing? This paper addresses this untapped potential by first clarifying what metaphors are (and are not), before introducing an iterative, three-step framework for operationalizing metaphors as a mode of thinking and theorizing. I illustrate this approach through four exemplary theories across the social sciences that have emerged from metaphorical reasoning. I also offer a practical application of the framework in the hospitality field. The paper ends with an invitation for future scholars to embrace the creative potential of metaphors both as a tool for thinking and as a potential springboard for new “homegrown” theoretical directions.
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