Metaphors in Advertising: Cognitive Flexibility Matching Perspective

Kyung-Jin Kim, The University of Suwon, Korea
Jongwon Park, Korea University Business School, Korea
Prior research suggests that a metaphor in advertising can have a positive effect on evaluations of the target product mostly when it is easy to interpret. Five experiments showed that a difficult metaphor, compared to its easier version or a literal counterpart, led to more favorable product evaluations when people took a distant-future perspective in considering the target, but less favorable evaluations when taking a near-future perspective.
[ to cite ]:
Kyung-Jin Kim and Jongwon Park (2011) ,"Metaphors in Advertising: Cognitive Flexibility Matching Perspective", 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.