All Metaphors in Advertising Are Not Created Equal: Influences of Product Type and Need For Cognition

Chun-Tuan Chang, National Sun Yat-sen University, Taiwan
Ching-Ting Yen, National Sun Yat-sen University, Taiwan
Ting-Ting Chen, National Taiwan University, Taiwan
This study distinguishes two types of metaphor (explicit vs. implicit) and examines potential influences associated with product type and consumer differences in need for cognition (NFC). Experimental results indicate that, regardless of metaphor type, metaphors are more effective than a non-metaphor. The results only hold for individuals with high NFC.
[ to cite ]:
Chun-Tuan Chang, Ching-Ting Yen, and Ting-Ting Chen (2011) ,"All Metaphors in Advertising Are Not Created Equal: Influences of Product Type and Need For Cognition", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 509-510.