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In page Conceptual metaphor:

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Furthermore, certain claims from early conceptual metaphor theory have not been borne out. For instance, Lakoff asserted that human metaphorical thinking seems to work effortlessly,[6] but psychological research on comprehension (as opposed, for example, to invention) has found that metaphors are actually more difficult to process than non-metaphoric expressions.[citation needed] Furthermore, when metaphors lose their novelty and become conventionalized, they eventually lose their status as metaphors and become processed like ordinary words (an instance of grammaticalization).[citation needed] Therefore, the role of the conceptual metaphor in processing human thinking is more limited than what was claimed by some linguistic theories.[5]