Easy Like a Sunday Morning : How the Fluency of Analogies Affects Innovation Liking
Journal
Advances in Consumer Research
ISSN
0098-9258
Type
journal article
Date Issued
2012-02-12
Author(s)
Abstract
This research investigates how consumers judge innovations based on the meta-cognitive experiences they draw from the processing fluency of analogies in ads. An online experiment with 503 consumers tests the relationship between analogy similarity and processing fluency, and the effect the fluency of analogies has on innovation liking and purchase intention.
Language
English
Keywords
fluency theory
innovation
advertising
HSG Classification
contribution to scientific community
HSG Profile Area
SoM - Business Innovation
Refereed
Yes
Publisher
Advances in Consumer Research (Valdosta)
Volume
2012
Number
43
Start page
15
Subject(s)
Eprints ID
229324