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The Moderating Effect of Knowledge and Resources on the Persuasive Impact of Analogies


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  • Roehm, Michelle L
  • Sternthal, Brian
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    Four experiments were conducted to examine the persuasive impact of new product appeals containing an analogy. An analogy highlights the similarity in the benefits offered by a familiar base product and an unfamiliar target product. This device is found to be persuasive when (a) message recipients have the ability to map attribute relations from some base category to understand the benefits of a target product, and (b) they allocate the substantial resources needed to complete this mapping. In the absence of either of these conditions, the persuasive impact of an analogy is more limited. A variety of devices, including expertise with the base product, training in how to process base information, and a positive mood, are shown to improve the comprehension of an analogy and to enhance its persuasiveness. Copyright 2001 by the University of Chicago.

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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 28 (2001)
    Issue (Month): 2 (September)
    Pages: 257-72

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    Handle: RePEc:ucp:jconrs:v:28:y:2001:i:2:p:257-72

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    Cited by:
    1. Miceli, Gaetano "Nino" & Pieters, Rik, 2010. "Looking more or less alike: Determinants of perceived visual similarity between copycat and leading brands," Journal of Business Research, Elsevier, vol. 63(11), pages 1121-1128, November.
    2. Nora Lado & Fabrizio Cesaroni & Alberto Maydeu Olivares & Han Chiang Ho, 2011. "Understanding the role of attitude components in co-branding: an application to high-tech, luxury co-branded products," Business Economics Working Papers id-11-01, Universidad Carlos III, Instituto sobre Desarrollo Empresarial "Carmen Vidal Ballester".


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