Combining Metaphors and Gain versus Loss Framing to Enhance the Efficiency of Persuasive Communications
Audrezet, Alice; Ardelet-Massieu, Caroline; Caffier de Kerviler, Gwarlann (2013-06), Combining Metaphors and Gain versus Loss Framing to Enhance the Efficiency of Persuasive Communications, European Marketing Academy 42th Annual Conference - EMAC 2013, 2013-06, Istanbul, Turquie
Type
Communication / ConférenceDate
2013-06Conference title
European Marketing Academy 42th Annual Conference - EMAC 2013Conference date
2013-06Conference city
IstanbulConference country
TurquieMetadata
Show full item recordAbstract (EN)
Literature on linguistic highlights that metaphors can be either particularizing or generalizing (Eco, 1988) placing the reader in either a concrete or an abstract mindset. Effectiveness of gain versus loss framed messages has been proven to be dependent on state of mind (White et al., 2011). Thus, we hypothesize and demonstrate, through two empirical studies, that metaphors efficiency depends on whether they are associated with gain or loss framed messages. Moreover, the ease of processing mediates the influence of metaphors on behavioral intentions.Subjects / Keywords
Metaphor; Loss Versus Gain Framing; Level Of ProcessingRelated items
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