Literally Experts: Expertise and the Processing of Analogical Metaphors in Pharmaceutical Advertising

Delbaere, Marjorie; Smith, Malcolm

doi:10.1080/07359683.2014.907117

Cited by 3 publications

(3 citation statements)

References 35 publications

(39 reference statements)

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“…In the context of consumer behavior, knowledge transfer takes place when consumers apply existing knowledge about a familiar product to make inferences to new ones (Gregan-Paxton and John, 1997;Gregan-Paxton and Moreau, 2003). The analogy is a means to transfer knowledge (Delbaere and Smith, 2014;Gregan-Paxton and John, 1997). Inferences can be drawn from the commonalities shared by the familiar product or situation with the new target.…”

Section: Applying Analogy To Rhetorical Questionsmentioning

confidence: 99%

“…Moving from analogy to knowledge transfer is a stepped process: the first step is connecting with the base; next is mapping the relational structure; and the last step is bridging the familiar to make inferences about the new (Delbaere and Smith, 2014;Goode et al, 2010;Gregan-Paxton et al, 2002). As Houssi et al (2005Houssi et al ( , 2009 explain, first the consumer accesses a memory related to the base (access stage).…”

Section: Applying Analogy To Rhetorical Questionsmentioning

confidence: 99%

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Promotional phrases as analogical questions: inferential fluency and persuasion

Chen

2020

EJM

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Purpose As an alternative to straight rhetorical questions, questions using analogies that invite the reader to think about the frame of reference to answer the target have been used in advertising to persuade. This paper aims to investigate consumer responses to the use of analogical questions in ads for incrementally new products and the important variables moderating those responses. Design/methodology/approach Four between-subjects experiments examined how product evaluations in response to analogical questions differ from non-analogical variants as a function of consumers’ persuasion awareness (Studies 1 and 2) and also tested if the effectiveness of an analogical question among potential consumers who are more aware of persuasion attempts might be enhanced only when it is proposed with a strong rather than a weak frame of reference (Study 3), and when the frame of reference and the target share underlying similarities (Study 4). Findings Analogical questions are more persuasive than non-analogical variants for participants who are more aware of persuasion attempts. Inferential fluency mediates the results. Furthermore, the positive impact of analogical questions for participants high in persuasion awareness is diminished when the frame of reference is weak or from a dissimilar domain. The same patterns are not evident for participants who are less aware of persuasion attempts. Research limitations/implications Drawing on the concepts of inferential fluency, this study offers an empirically-based view of how the analogical questions in advertising may bias the responses exhibited by individuals who demonstrate either a high or low level of persuasion awareness. Practical implications The inclusion of an analogy can lower consumers’ tendency to behave in a defensive manner by facilitating inferences about intended claims that are implicitly stated in a rhetorical question and achieve higher levels of persuasion. Originality/value This study contributes to prior study on rhetorical questions within a persuasion communication by adopting inferential fluency as an underlying mechanism for analyzing the impact of analogical questions and individual’s awareness of persuasion.

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Section: Applying Analogy To Rhetorical Questionsmentioning

confidence: 99%

Section: Applying Analogy To Rhetorical Questionsmentioning

confidence: 99%

Promotional phrases as analogical questions: inferential fluency and persuasion

Chen

2020

EJM

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“…As Brown (2010) and others have described, the marketing discipline, especially branding, loves metaphors (Davies and Chun, 2003;Hunt and Menon, 1995). Metaphors are used for many complex concepts in marketing in order to make them easier to understand, easier to remember, and easier to communicate (Capelli and Jolibert, 2009;Delbaere and Smith, 2014). Metaphors are not simply linguistic tools.…”

Section: Marketing's Current Metaphorsmentioning

confidence: 99%

Marketing’s metaphors have expired: An argument for a new dominant metaphor

Delbaere

Slobodzian

2018

Marketing Theory

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The discipline of marketing uses many metaphors. Historically, the dominant metaphors in marketing strategy have been adapted from warfare and military science. The purpose of this conceptual article is to analyze and evaluate commonly used warfare metaphors in marketing strategy. A cross-domain comparison of these metaphors and conceptualizations of war are assessed to determine whether they are still appropriate in light of the advancements in both military science and marketing theory. The analysis found that there are many fundamental and questionable differences between these two domains; therefore, a new conceptual metaphor for marketing strategy is proposed.

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