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dc.contributor.authorAudrezet, Alice
dc.contributor.authorArdelet-Massieu, Caroline
dc.contributor.authorCaffier de Kerviler, Gwarlann
dc.date.accessioned2014-04-05T12:03:53Z
dc.date.available2014-04-05T12:03:53Z
dc.date.issued2013-06
dc.identifier.urihttps://basepub.dauphine.fr/handle/123456789/13066
dc.language.isoenen
dc.subjectMetaphoren
dc.subjectLoss Versus Gain Framingen
dc.subjectLevel Of Processingen
dc.subject.ddc658.8en
dc.subject.classificationjelD11en
dc.subject.classificationjelD12en
dc.subject.classificationjelM31en
dc.titleCombining Metaphors and Gain versus Loss Framing to Enhance the Efficiency of Persuasive Communicationsen
dc.typeCommunication / Conférence
dc.description.abstractenLiterature 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.en
dc.subject.ddclabelMarketingen
dc.relation.conftitleEuropean Marketing Academy 42th Annual Conference - EMAC 2013en
dc.relation.confdate2013-06
dc.relation.confcityIstanbulen
dc.relation.confcountryTurquieen
dc.relation.forthcomingnonen


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