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

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) b...