The structural effects of metaphor-elicited cognitive and affective elaboration levels on attitude toward the Ad

Journal of Advertising

Volumn 41, Issue 2, 2012, Pages 77-96

  Kim, Jooyoung ^a   Baek, Youngshim ^b   Choi, Yang ^c  

^a UNIVERSITY OF GEORGIA   (United States)

^b ACNielsen   (New Zealand)

^c Chosun University   (South Korea)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 84870684974     PISSN: 00913367     EISSN: None     Source Type: Journal    
DOI: 10.2753/JOA0091-3367410206     Document Type: Article

References (76)

1. Ang, Swee Hoon, and Elison A. C. Lim (2006), "The Influence of Metaphors and Product Type on Brand Personality Perceptions and Attitudes," Journal of Advertising, 35 (2), 39-53.
2. -, and Sharon Y. M. Low (2000), "Exploring the Dimensions of Ad Creativity," Psychology and Marketing, 17 (10), 835-854.
3. Barnden, John A. (2010), "Metaphor and Metonymy: Making Their Connections More Slippery," Cognitive Linguistics, 21 (1), 1-34.
4. Barthes, Roland (1985), "The Rhetoric of the Image," in The Responsibility of Forums, New York: Hill & Wang, 21-40.
5. Batra, Rajeev, and Olli T. Ahtola (1991), "Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes," Marketing Letters, 2 (2), 159-170.
6. -, and Michael L. Ray (1986), "Affective Responses Mediating Acceptance of Advertising," Journal of Consumer Research, 13 (2), 234-249.
7. -, and Douglas M. Stayman (1990), "The Role of Mood in Advertising Effectiveness," Journal of Consumer Research, 17 (2), 203-214.
8. -, and Debra Stephens (1994), "Attitudinal Effects of Ad-Evoked Moods and Emotions: The Moderating Role of Motivation," Psychology and Marketing, 11 (3), 199-215.
9. Benzon, William, and David G. Hays (1987), "Metaphor, Recognition, and Neural Process," American Journal of Semiotics, 5 (1), 59-79.
10. Berlyne, Daniel E. (1971), Aesthetics and Psychobiology, New York: Appleton-Century-Crofts.
11. Boozer, Robert W., David C. Wyld, and James Grant (1991), "Using Metaphor to Create More Effective Sales Messages," Journal of Consumer Marketing, 8 (2), 59-67.
12. Bowers, John W., and Michael M. Osborn (1966), "Attitudinal Effects of Selected Types of Concluding Metaphors in Persuasive Speeches," Communication Monographs, 33 (2), 147-155.
13. Brannon, Laura A., and Timothy C. Brock (2001), "Scarcity Claims Elicit Extreme Responding to Persuasive Messages: Role of Cognitive Elaboration," Personality and Social Psychology Bulletin, 27 (3), 365-375.
14. Brennan, Ian, and Kenneth D. Bahn (2006), "Literal Versus Extended Symbolic Messages and Advertising Effectiveness: The Moderating Role of Need for Cognition," Psychology and Marketing, 23 (4), 273-295.
15. Calder, Bobby J., and Brian Sternthal (1980), "Television Commercial Wearout: An Information Processing View," Journal of Marketing Research, 17 (2), 173-186.
16. -, Chester A. Insko, and Ben Yandell (1974), "The Relation of Cognitive and Memorial Processes to Persuasion in a Simulated Jury Trial," Journal of Applied Social Psychology, 4 (1), 62-93.
17. Delbaere, Marjorie, Edward F. McQuarrie, and Barbara J. Phillips (2011), "Personification in Advertising," Journal of Advertising, 40 (1), 121-130.
18. DeRosia, Eric D. (2007), "Rediscovering Theory: Integrating Ancient Hypotheses and Modern Empirical Evidence of the Audience-Response Effects of Rhetorical Figures," in Go Figure! New Directions in Advertising Rhetoric, Edward F. McQuarrie and Barbara J. Phillips, eds., Armonk, NY: M.E. Sharpe, 23-50.
19. Dhar, Ravi, and Klaus Wertenbroch (2000), "Consumer Choice Between Hedonic and Utilitarian Goods," Journal of Marketing Research, 37 (1), 60-71.
20. Fornell, Claes, and David F. Larcker (1981), "Evaluating Structural Equation Models with Unobservable Variables and Measurement Error," Journal of Marketing Research, 18 (1), 39-50.
21. Gardner, Meryl (1985), "Does Attitude Toward the Ad Affect Brand Attitude Under a Brand Evaluation Set?" Journal of Marketing Research, 22 (May), 192-198.
22. Greenwald, Anthony G., and Clark Leavitt (1984), "Audience Involvement in Advertising: Four Levels," Journal of Consumer Research, 11 (1), 581-592.
23. Hair, Joseph. F., William C. Black, Barry J. Babin, and Rolph E. Anderson (2010), Multivariate Data Analysis, Upper Saddle River, NJ: Prentice Hall.
24. Heider, Fritz (1946), "Attitudes and Cognitive Organization," Journal of Psychology, 21 (1), 107-112.
25. Higie, Robin A., and Lawrence F. Feick (1989), "Enduring Involvement: Conceptual and Measurement Issues," Advances in Consumer Research, 16 (1), 690-696.
26. Hirschman, Elizabeth C., and Morris B. Holbrook (1982), "Hedonic Consumption: Emerging Concepts, Methods and Propositions," Journal of Marketing, 46 (Summer), 92-101.
27. Hitchon, Jacqueline C. (1997), "The Locus of Metaphorical Persuasion: An Empirical Test," Journalism and Mass Communication Quarterly, 74 (1), 55-68.
28. Holbrook, Morris B., Robert W. Chestnut, Terence A. Oliva, and Eric A. Greenleaf (1984), "Play as a Consumption Experience: The Roles of Emotions, Performance, and Personality in the Enjoyment of Games," Journal of Consumer Research, 11 (September), 728-739.
29. Jeong, Se-Hoon (2008), "Visual Metaphor in Advertising: Is the Persuasive Effect Attributable to Visual Argumentation or Metaphorical Rhetoric?" Journal of Marketing Communication, 14 (1), 59-73.
30. Katz, Daniel (1960), "The Functional Approach to the Study of Attitudes," Public Opinion Quarterly, 24 (2), 163-204.
31. Kim, Jooyoung, and Jon D. Morris (2007), "The Power of Affective Response and Cognitive Structure in Product-Trial Attitude Formation," Journal of Advertising, 36 (1), 95-106.
32. Kline, Rex B. (2005), "Beyond Significance Testing: Reforming Data Analysis Methods in Behavioral Research," American Journal of Psychiatry, 162 (3), 643-644.
33. -(2011), Principles and Practice of Structural Equation Modeling, New York: Guilford Press.
34. Lagerwerf, Luuk, and Anoe Meijers (2008), "Openness in Metaphorical and Straightforward Advertisements: Appreciation Effects," Journal of Advertising, 37 (2), 19-30.
35. Lakoff, George, and Mark Johnson (1999), Philosophy in the Flesh: The Embodied Mind and Its Challenge to Western Thought, New York: Basic Books.
36. Leigh, James H. (1994), "The Use of Figures of Speech in Print Ad Headlines," Journal of Advertising, 23 (2) 17-34.
37. Lutz, Richard J., Scott B. MacKenzie, and George E. Belch (1983), "Attitude Toward the Ad as a Mediator of Advertising Effectiveness: Determinants and Consequences," in Advances in Consumer Research, vol. 10, R. P. Bagozzi and A. M. Tybout, eds., Valdosta, GA: Association for Consumer Research, 532-539.
38. Machleit, Karen A., and Dale Wilson (1988), "Emotional Feelings and Attitude Toward the Advertisement: The Roles of Brand Familiarity and Repetition," Journal of Advertising, 17 (3), 27-35.
39. MacInnis, Deborah J., and Linda L. Price (1987), "The Role of Imagery in Information Processing: Review and Extensions," Journal of Consumer Research, 13 (4), 473-491.
40. MacKenzie, Scott B., and Richard J. Lutz (1989), "An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting Context," Journal of Marketing, 53 (2), 48-65.
41. -,-, and George E. Belch (1986), "The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations," Journal of Marketing Research, 23 (2), 130-143.
42. Marschark, Marc, and R. Reed Hunt (1985), "On Memory for Metaphor," Memory and Cognition, 13 (5), 413-424.
43. McGrath, John M., and Chad Mahood (2004), "The Impact of Arousing Programming and Product Involvement on Advertising Effectiveness," Journal of Current Issues and Research in Advertising, 26 (2), 41-52.
44. McGuire, William J. (2000), "Standing on the Shoulders of Ancients: Consumer Research, Persuasion, and Figurative Language," Journal of Consumer Research, 27 (1), 109-114.
45. McQuarrie, Edward F., and David Glen Mick (1992), "On Resonance: A Critical Pluralistic Inquiry into Advertising Rhetoric," Journal of Consumer Research, 19 (September), 180-197.
46. -, and-(1993), "Reflections on Classical Rhetoric and the Incidence of Figures of Speech in Contemporary Magazine Advertisements," in Advances in Consumer Research, vol. 20, L. McAlister and M. L. Rothschild, eds., Provo, UT: Association for Consumer Research, 309-313.
47. -, and-(1996), "Figures of Rhetoric in Advertising Language," Journal of Consumer Research, 22 (March), 424-438.
48. -, and-(1999), "Visual Rhetoric in Advertising: Text-Interpretative, Experimental, and Reader-Response Analyses," Journal of Consumer Research, 26 (June), 37-54.
49. -, and-(2003), "Visual and Verbal Rhetorical Figures Under Directed Processing Versus Incidental Exposure to Advertising," Journal of Consumer Research, 29 (March), 579-587.
50. -, and-(2009), "A Laboratory Study of the Effect of Verbal Rhetoric Versus Repetition When Consumers Are Not Directed to Process Advertising," International Journal of Advertising, 28 (2), 287-312.
51. -, and Barbara J. Phillips (2005), "Indirect Persuasion in Advertising: How Consumers Process Metaphors Presented in Pictures and Words," Journal of Advertising, 34 (2), 7-20.
52. Mick, David Glen (1992), "Levels of Subjective Comprehension in Advertising Processing and Their Relations to Ad Perceptions, Attitudes, and Memory," Journal of Consumer Research, 18 (4), 411-424.
53. Mitchell, Andrew A., and Jerry C. Olson (1981), "Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?" Journal of Marketing Research, 18 (3), 318-332.
54. Mittal, Banwari (1995), "A Comparative Analysis of Four Scales of Consumer Involvement," Psychology and Marketing, 12 (7), 663-682.
55. Morgan, Susan E., and Tom Reichert (1999), "The Message Is in the Metaphor: Assessing the Comprehension of Metaphors in Advertisements," Journal of Advertising, 28 (4), 1-12.
56. Mothersbaugh, David L., Bruce A. Huhmann, and George R. Franke (2002), "Combinatory and Separative Effects of Rhetorical Figures on Consumers' Effort and Focus in Ad Processing," Journal of Consumer Research, 28 (March), 589-602.
57. Nelson, Michelle R., and Jacqueline C. Hitchon (1999), "Loud Tastes, Colored Fragrances, and Scented Sounds: How and When to Mix the Senses in Persuasive Communications," Journalism and Mass Communication Quarterly, 76 (2), 354-372.
58. Pawlowski, Donna R., Diane M. Badzinski, and Nancy Mitchell (1998), "Effects of Metaphors on Children's Comprehension and Perception of Print Advertisements," Journal of Advertising, 28 (2), 83-98.
59. Petrovici, Dan, and Marin Marinov (2007), "Determinants and Antecedents of General Attitudes Towards Advertising: A Study of Two EU Accession Countries," European Journal of Marketing, 41 (3/4), 307-326.
60. Petty, Richard E., and John T. Cacioppo (1981), Attitudes and Persuasion: Classic and Contemporary Approaches, Dubuque, IA: William C. Brown.
61. -,-, and Martin Heesacker (1981), "Effects of Rhetorical Questions on Persuasion: A Cognitive Response Analysis," Journal of Personality and Social Psychology, 40 (3), 432-440.
62. -,-, and David Schumann (1983), "Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, 10 (2), 135-146.
63. Pham, Michel T., Joel B. Cohen, John W. Pracejus, and G. David Hughes (2001), "Affect Monitoring and the Primacy of Feelings in Judgment," Journal of Consumer Research, 28 (2), 167-188.
64. Phillips, Barbara J., and Edward F. McQuarrie (2002), "The Development, Change, and Transformation of Rhetorical Style in Magazine Advertisements, 1954-1999," Journal of Advertising, 31 (4), 1-13.
65. -, and-(2009), "Impact of Advertising Metaphor on Consumer Belief: Delineating the Contribution of Comparison Versus Deviation Factors," Journal of Advertising, 38 (1), 49-62.
66. Phillips, Joanna, and Stephanie M. Noble (2007), "Simply Captivating: Understanding Consumers' Attitudes Toward the Cinema as an Advertising Medium," Journal of Advertising, 36 (1), 81-94.
67. Ratchford, Brian T. (1987), "New Insights About the FCB Grid," Journal of Advertising Research, 27 (August/September), 24-38.
68. Richards, Ivor A. (1965), The Philosophy of Rhetoric, New York: Oxford University Press.
69. Rosselli, Francine, John J. Skelly, and Diane M. Mackie (1995), "Processing Rational and Emotional Messages: The Cognitive and Affective Mediation of Persuasion," Journal of Experimental Social Psychology, 31 (2), 163-190.
70. Saegert, Joel, and Eleanor A. Young (1983), "Nutrition Knowledge and Health Food Consumption," Nutrition and Behavior, 1 (April), 103-113.
71. Soh, Hyeonjin, Leonard N. Reid, and Karen W. King (2009), "Measuring Trust in Advertising: Development and Validation of the Adtrust Scale," Journal of Advertising, 38 (2), 83-104.
72. Sopory, Predeep (2005), "Metaphor and Affect," Poetics Today, 26 (3), 432-458.
73. -, and James P. Dillard (2002), "The Persuasive Effects of Metaphor: A Meta-Analysis," Human Communication Research, 28 (3), 382-419.
74. Swasy, John L., and James M. Munch (1985), "Examining the Target of Receiver Elaborations: Rhetorical Question Effects on Source Processing and Persuasion," Journal of Consumer Research, 11 (4), 877-886.
75. Tom, Gail, and Anmarie Eves (1999), "The Use of Rhetorical Devices in Advertising," Journal of Advertising Research, 39 (July/August), 39-43.
76. Toncar, Mark, and James Munch (2001), "Consumer Responses to Tropes in Print Advertising," Journal of Advertising, 30 (1), 55-65.