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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 / Conférence
Date
2013-06
Conference title
European Marketing Academy 42th Annual Conference - EMAC 2013
Conference date
2013-06
Conference city
Istanbul
Conference country
Turquie
Metadata
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Author(s)
Audrezet, Alice
Ardelet-Massieu, Caroline
Caffier de Kerviler, Gwarlann
Abstract (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 Processing
JEL
D11 - Consumer Economics: Theory
D12 - Consumer Economics: Empirical Analysis
M31 - Marketing