The Structural Effects of Metaphor-Elicited Cognitive and Affective Elaboration Levels on Attitude Toward the Ad

• Published in: Journal of advertising Vol. 41; no. 2; pp. 77 - 96
• Main Authors: Kim, Jooyoung, Baek, Youngshim, Choi, Yang Ho
• Format: Journal Article
• Language: English
• Published: Abingdon Routledge 01.07.2012; M. E. Sharpe, Inc; Acad; Taylor & Francis Group LLC; Taylor & Francis Ltd
• Subjects: Advertisements; Advertising; Advertising research; Attitude change; Audiences; Brands; Case studies; Chewing gum; Cognition; Cognitive models; Cognitive style; Communication; Consumer advertising; Consumer attitudes; Credibility; Metaphor; Metaphors; Perception; Perceptions; Product design; Psychological aspects; Rhetorical figures; Studies; Werbewirkung; United States
• ISSN: 0091-3367; 1557-7805
• DOI: 10.2753/JOA0091-3367410206

This study examines the structural effects of cognitive and affective elaborations elicited by metaphoric advertising messages on the formation of A ad using the model developed by MacKenzie, Lutz, and Belch (1986). Results of an experiment with a 2 (low/high involvement) X 2 (hedonic/utilitarian) between-subjects design indicated that the level of metaphor-elicited cognitive elaboration had a significant effect on attitude toward advertiser, whereas the level of metaphor-elicited affective elaboration was significant on ad perceptions and ad credibility. In addition, affective elaborations had a greater overall impact, in terms of total effect, on A ad compared to the cognitive elaborations. Details about the effects of cognitive and affective elaborations under different product conditions are presented, and theoretical and managerial implications are discussed.