Easy Like a Sunday Morning: How the Fluency of Analogies Affects Innovation Liking

Antonia Erz, Copenhagen Business School, Denmark
Bo T. Christensen, Copenhagen Business School, Denmark
Torsten Tomczak, University of St. Gallen, Switzerland
This research investigates how consumers judge innovations based on meta-cognitive experiences they draw from the processing fluency of analogies in advertisements. An online-experiment with 503 consumers tests the relationship between analogy similarity and processing fluency and the effect the fluency of analogies has on innovation liking and purchase intention.
[ to cite ]:
Antonia Erz, Bo T. Christensen, and Torsten Tomczak (2012) ,"Easy Like a Sunday Morning: How the Fluency of Analogies Affects Innovation Liking", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 866-867.