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.
