The Effect of Experiential Analogies on Consumer Perceptions and Attitudes

By comparing a product (e.g., a sports car) to a disparate experience (e.g., a first kiss), an analogy has the power to shift focus from objective information, such as product functionality and performance, to the evaluative, emotional and multi-sensory information associated with the product experience. This shift from objective product knowledge to subjective experience enables the identification of base preference (i.e., a consumer’s liking for the comparison experience) as an important moderator of analogical persuasiveness. Additionally, the emotional knowledge transfer perspective utilized in this research contributes to understanding the role of emotional knowledge and experienced emotion in analogical thinking.


Miranda Goode, Darren Dahl, and C. Page Moreau (2009) ,"The Effect of Experiential Analogies on Consumer Perceptions and Attitudes", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 674-675.


Miranda Goode, The University of Western Ontario, Canada
Darren Dahl, University of British Columbia, Canada
C. Page Moreau, University of Colorado, USA


NA - Advances in Consumer Research Volume 36 | 2009

Share Proceeding

Featured papers

See More


Q10. Social Media Agency: Exploring the Role of Social Media Structures in Shaping Consumers’ Identity Projects

Gabrielle Patry-Beaudoin, Queens University, Canada
Jay Handelman, Queens University, Canada

Read More


J9. The Beautified Me is Me: How Interdependence Increase Usage of Beauty App

Qin Wang, Arizona State University, USA
Andrea Morales, Arizona State University, USA
Adriana Samper, Arizona State University, USA

Read More


Anticipated Interpersonal Feedback Reshapes Other-oriented Intertemporal Choices

Adelle Xue Yang, National University of Singapore, Singapore
Oleg Urminsky, University of Chicago, 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.