THE STRUCTURAL EFFECTS OF METAPHOR-ELICITED COGNITIVE AND AFFECTIVE ELABORATION LEVELS ON ATTITUDE TOWARD THE AD

被引：69

作者：

Kim, Jooyoung ^{[1
]}

Baek, Youngshim ^{[2
]}

Choi, Yang Ho ^{[3
]}

机构：

[1] Univ Georgia, Dept Advertising & Publ Relat, Grady Coll Journalism & Mass Commun, Athens, GA 30602 USA

[2] Nielsen Co Korea, Client Serv, Seoul, South Korea

[3] Chosun Univ, Dept Journalism & Commun, Kwangju, South Korea

来源：

JOURNAL OF ADVERTISING | 2012年 / 41卷 / 02期

关键词：

FIGURES-OF-SPEECH; ADVERTISING EFFECTIVENESS; RHETORICAL FIGURES; VISUAL METAPHOR; MODERATING ROLE; PERSUASION; CONSUMERS; COMPREHENSION; MESSAGES; MEDIATOR;

D O I：

10.2753/JOA0091-3367410206

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This study examines the structural effects of cognitive and affective elaborations elicited by metaphoric advertising messages on the formation of A(ad) using the model developed by MacKenzie, Lutz, and Belch (1986). Results of an experiment with a 2 (low/high involvement) x 2 (hedonic/utilitarian) between-subjects design indicated that the level of metaphor-elicited cognitive elaboration had a significant effect on attitude toward advertiser, whereas the level of metaphor-elicited affective elaboration was significant on ad perceptions and ad credibility. In addition, affective elaborations had a greater overall impact, in terms of total effect, on A(ad) compared to the cognitive elaborations. Details about the effects of cognitive and affective elaborations under different product conditions are presented, and theoretical and managerial implications are discussed.

引用

页码：77 / 96

页数：20

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