The Structural Effects of Metaphor-Elicited Cognitive and Affective Elaboration Levels on Attitude Toward the Ad - Kim, Jooyoung; Baek, Youngshim; Choi, Yang Ho (Journal of advertising, 2012)
Keywords: 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