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

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.



Citation:

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 Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 866-867.

Authors

Antonia Erz, Copenhagen Business School, Denmark
Bo T. Christensen, Copenhagen Business School, Denmark
Torsten Tomczak, University of St. Gallen, Switzerland



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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