Effects of Metaphor on Goal-Oriented Appeals in Advertising

Hongmin Ahn, University of Texas at Austin, USA
Yongjun Sung, The University of Texas-Austin, USA
Jason Crandall, The University of Texas-Austin, USA
We examine the effect of using metaphor on two distinct goal-oriented appeals (prevention and promotion) in advertising. The results of our preliminary study suggest that when consumers are presented with an indirect metaphorical claim, they prefer promotion- (vs. prevention) framed messages. When consumers are exposed to a direct literal claim, however, prevention – (vs. promotion) framed messages are more persuasive.
[ to cite ]:
Hongmin Ahn, Yongjun Sung, and Jason Crandall (2011) ,"Effects of Metaphor on Goal-Oriented Appeals in Advertising", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.