Imagination matters: do consumers' imagery processing and self-regulatory goals affect the persuasiveness of metaphor in advertising?

被引:17
作者
Lee, Seung Yun [1 ]
Jung, Sunho [2 ]
Jung, Han Young [4 ]
Choi, Sung Tae [3 ]
Oh, Sangdo [5 ]
机构
[1] Konkuk Univ, Sch Business, Mkt, 120 Neungdong Ro, Seoul 05029, South Korea
[2] Kyung Hee Univ, Sch Management, Mkt, 26 Kyungheedae Ro, Seoul 02447, South Korea
[3] Kyung Hee Univ, Sch Management, 26 Kyungheedae Ro, Seoul 02447, South Korea
[4] Univ Buffalo State Univ New York, Dept Psychol, 332 Pk Hall, Buffalo, NY 14260 USA
[5] Yonsei Univ, Maeji Sch Business, Wonju, South Korea
关键词
Metaphor; advertising; regulatory focus; imagery processing; brand evaluation; FOCUS; INFORMATION; PREVENTION; PROMOTION; RESPONSES; ORIENTATION; PREFERENCE; FLUENCY; IMPACT; FIT;
D O I
10.1080/02650487.2019.1596445
中图分类号
F [经济];
学科分类号
02 ;
摘要
In this paper, we show that individuals' self-regulatory focus and imagery processing affect the persuasiveness of metaphorical advertisements. Study 1 show that metaphorical advertisements enhance persuasion only among individuals who are promotion focussed. They attenuate brand evaluation among prevention-focussed individuals. In Study 2, a regulatory fit between message frame and regulatory focus results in more favourable brand evaluations only among promotion-focussed individuals when a promotion-framed metaphorical advertisement is presented. In Study 3, the level of imagery processing mediates the interaction effect of metaphorical advertisements and regulatory focus on brand evaluation. Study 4 reveals that brand evaluation is enhanced when promotion-focussed consumers view a metaphorical advertisement without interpretative cues. However, the brand evaluation of prevention-focussed consumers is enhanced when they view a metaphorical advertisement with interpretative cues.
引用
收藏
页码:1173 / 1201
页数:29
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