Erz, AntoniaAntoniaErzChristensen, Bo ThomasBo ThomasChristensenTomczak, TorstenTorstenTomczak2023-04-132023-04-132012-02-12https://www.alexandria.unisg.ch/handle/20.500.14171/91983This 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.enfluency theoryinnovationadvertisingjournal article