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

Lee, Seung Yun; Jung, Seok-Kyu; Jung, Han Young; Choi, Seung Tae; Oh, Sangdo

doi:10.1080/02650487.2019.1596445

Cited by 18 publications

(37 citation statements)

References 63 publications

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“…Marketers have widely employed metaphor in their advertising and marketing campaigns (Ang & Lim, 2006;Lee et al, 2019). In this study, we define metaphor as "a figure of speech that involves comparison between two objects" (Lee et al, 2019(Lee et al, , p. 1175, in which it transfers the features of one object to the other (Sopory & Dillard, 2002).…”

Section: Metaphor In Advertisingmentioning

confidence: 99%

“…The use of metaphor has become an established communication tool used to enhance the persuasiveness of advertising messages (Hatzithomas et al, 2021;Lee et al, 2019;Van Mulken et al, 2014).…”

Section: Introductionmentioning

confidence: 99%

“…While considerable research support the idea that metaphors enhance advertising message persuasion (Ang & Lim, 2006;Van Mulken et al, 2014;Van Stee, 2018), some studies show that this effect is higher among consumers with high need for cognition (Brennan & Bahn, 2006;Phillips & McQuarrie, 2004), with high processing abilities (Phillips & McQuarrie, 2009), with a promotion focus versus a prevention focus (Lee et al, 2019), and for males than females (Lagerwerf & Meijers, 2008). Despite the growing interest in understanding the conditions under which metaphors enhance advertising effectiveness, studies on the cognitive mechanism that drives the effect of emotional appeals on advertising metaphor persuasion are limited (Bok & Yeo, 2019;Margariti et al, 2019;Phillips & McQuarrie, 2009).…”

Section: Introductionmentioning

confidence: 99%

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The persuasiveness of metaphor in advertising

Pontes

Tjiptono

2021

Psychology and Marketing

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Metaphor—drawing a comparison between two seemingly incompatible concepts in an effort to create symbolism—is frequently used in advertising. This study investigates the persuasiveness of metaphor in advertising and the conditions under which the effectiveness of metaphorical advertisements can be leveraged. Across three experimental studies, the results show that mixed emotional appeals (happiness and sadness) versus positive emotional appeals (happiness) can increase the persuasiveness of an advertising metaphor. Furthermore, cognitive flexibility mediates this effect. This study contributes to the literature on metaphor in advertising by showing the benefits of using mixed emotional appeals and establishing the underlying process. Moreover, the findings can be beneficial for marketers in designing effective marketing communication strategies combining mixed emotions with a metaphor.

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Section: Metaphor In Advertisingmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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The persuasiveness of metaphor in advertising

Pontes

Tjiptono

2021

Psychology and Marketing

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“…Visual (impact) metaphors have been widely adopted and researched in the marketing (Sopory and Dillard, 2002; Lee et al , 2019) and environmental field (Thibodeau et al , 2017; Meijers et al , 2019). The vivid visual analogy or metaphor was found to lead to more positive evaluations of the message, such as impressiveness, fun, empathy and persuasiveness and generate higher levels of perceived source credibility (Lee et al , 2019; Sopory and Dillard, 2002; Phillips and McQuarrie, 2004). The novelty of VIM can also enhance users' appreciation and trust towards the message (Jeong, 2008).…”

Section: Theoretical Foundationmentioning

confidence: 99%

“…The novelty of VIM can also enhance users' appreciation and trust towards the message (Jeong, 2008). Moreover, through making efforts to infer about a visual metaphor, the viewers would feel intrinsically rewarded , which further enhanced their attitude towards the persuasive message (Jeong, 2008; Lee et al , 2019).…”

Section: Theoretical Foundationmentioning

confidence: 99%

Meaningful gamification for psychological empowerment: exploring user affective experience mirroring in a psychological self-help system

Chau

Guo

2020

INTR

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PurposeInspired by the dynamic changes in our daily lives enabled via quantified-self technologies and the urgent need for more studies on the human-computer interaction design mechanisms adopted by these applications, this study explores the value of user affective experience mirroring and examines the empowerment effect of meaningful gamification in a psychological self-help system (PSS) that aids people in work stress relief.Design/methodology/approachBased on an analysis of the existing systems and theories in relevant fields, we conducted mixed-method research, involving semi-structured interviews, experience sampling experiments and user bio data triangulations, to identify the benefits of user affective experience mirroring and examine the impact of visual impact metaphor–based (VIM) meaningful gamification on PSS users.FindingsFor a gamified PSS, users generally perceive VIM as arousing more feelings of enjoyment, empathy, trust and usefulness, empowering them to gain more mastery and control over their emotional well-beings, especially with relieving their occupational stress and upbringing their level of perceived happiness. Overtime, VIM-based meaningful gamification further boosts such value of a PSS.Research limitations/implicationsWeaving together meaningful gamification and psychological empowerment theories, the results emphasized that successful empowerment of user through gamification in PSSs relies heavily on whether a deeper and meaningful affective connection can be established with the users, in short, “meaningful gamification for psychological empowerment”. Such an understanding, as demonstrated in our research framework, also sheds light on the design theories for persuasive technology and human influence tactics during human computer interactions.Practical implicationsThe results of the study demonstrate to practitioners how to make the best use of gamification strategies to deeply relate to and resonate with users. Even without complicated game-play design, meaningful gamification mechanisms, such as VIM facilitate the empowerment of users while gaining their appreciation, establishing a deeper connection with them and eventually generating persuasive effects on intended future behavioural outcomes.Social implicationsThe effective management of work-related stress with handy tools such as a VIM-based PSS can be beneficial for many organizations and, to a large extent, the society.Originality/valueThis study proposed and empirically demonstrated the empowerment effect of meaningful gamification for PSS users. In this cross-disciplinary study, theories from different research domains were synthesized to develop a more thorough and multi-faceted understanding of the optimal design strategies for emerging information systems like this VIM-based PSS.

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Narrating Pain to Make You Understand: Using Novel Metaphors to Increase Empathy

Vooght

Hudders

2023

European Advertising Academy

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

Cited by 18 publications

References 63 publications

The persuasiveness of metaphor in advertising

The persuasiveness of metaphor in advertising

Meaningful gamification for psychological empowerment: exploring user affective experience mirroring in a psychological self-help system

Narrating Pain to Make You Understand: Using Novel Metaphors to Increase Empathy

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