Knowledge Transfer and Rhetoric: the Influence of Rhetorical Figures on Consumer Learning

The use of an analogy in an ad has been found to influence the way consumers learn about the products being advertised. Findings from the literature on rhetorical figures have been neglected. This research investigates the impact on consumer learning from the perspective of internal knowledge transfer and the validity of the inferences consumers draw after exposure to a persuasive communication containing a rhetorical figure. The context is prescription drugs. Initial results from an experimental study suggest that subjects exposed to analogical comparisons in an ad engaged in further elaboration of the message than subjects exposed to a declarative statement, but that the additional inferences made were not valid. Subjects falsely inferred that the advertised medication had curative properties. The inclusion of copy in the ad attenuated the curative inferences.



Citation:

Marjorie Delbaere and Malcolm Smith (2007) ,"Knowledge Transfer and Rhetoric: the Influence of Rhetorical Figures on Consumer Learning", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 436-450.

Authors

Marjorie Delbaere, University of Manitoba, Canada
Malcolm Smith, University of Manitoba, Canada



Volume

NA - Advances in Consumer Research Volume 34 | 2007



Share Proceeding

Featured papers

See More

Featured

When Less is More - How Making Products More Personal Can Decrease Purchase Intention

Michael Schulz, University of Cologne

Read More

Featured

Understanding Trust Formation in Peer-to-peer Social Commerce

Lena Cavusoglu, Portland State University
Deniz Atik, University of Texas Rio Grande Valley, USA

Read More

Featured

Morality Matters in the Marketplace: The Influence of Morally Based Attitudes on Consumer Purchase Intentions

Andrew Luttrell, Ball State University
Jacob Teeny, Ohio State University, USA
Richard Petty, Ohio State University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.