"Our general position is that conceptual metaphors are grounded in correlations within our experience. These experiential correlations may be of two types: experiential cooccurrence and experiential similarity. An example of experiential cooccurrence would be the MORE IS UP metaphor, more is up is grounded in the cooccurrence of two types of experiences: adding more of a substance and seeing the level of the substance rise. Here there is no experiential similarity at all. An example of experiential similarity is LIFE IS A GAMBLING GAME, where one experiences actions in life as gambles, and the possible consequences of those actions are perceived as winning or losing. Here the metaphor seems to be grounded in experiential similarity. When such a metaphor is extended, we may experience new similarities between life and gambling games." (#60 2680)