Easy Like a Sunday Morning : How the Fluency of Analogies Affects Innovation Liking

Auteur(s)

Antonia Erz

Accéder

Description

This research investigates how consumers judge innovations based on the meta-cognitive experiences they draw from the processing fluency of analogies in ads. An online experiment with 503 consumers tests the relationship between analogy similarity and processing fluency, and the effect the fluency of analogies has on innovation liking and purchase intention.

Sujets

Gestion d'entreprise > Marketing

Institution partenaire

Université de St-Gall - Schools of Management

Langue

English

Date

2012