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Thinking out of the box


 Metaphor production is a creative process of thinking out of the box, which can be of great communicative value to
 language users. In this study, we explored how metaphor production can be stimulated by different types of cues in an internet
 environment. Participants (N = 318) were invited to co-create a metaphorical campaign slogan in a social media
 setting with randomly selected sets of real campaign slogans. We measured how linguistic (metaphor markers) and social media cues
 (likes) prompt direct metaphor. Results show that the metaphor marker ‘so’ stimulated metaphor production. Likes for previously
 posted metaphorical slogans did not affect the creation of a metaphor. We found a correlation between the actual and
 self-perceived creativity of the co-created slogans. Besides, the co-created metaphors both echoed and deviated from previously
 posted campaign slogans, leading to different degrees of creativity. Co-creation in a social media setting seems a fruitful
 environment for metaphor production.