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Easy Like a Sunday Morning: How the Fluency of Analogies Affects Innovation Liking

Publication: Research - peer-reviewConference abstract for conference

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.

Publication information

Original languageEnglish
Publication date2012
StatePublished - 2012
Event - Vancouver, Canada

Conference

ConferenceThe 40th Advances in Consumer Research North American Conference. ACR 2012
Number40
CountryCanada
CityVancouver
Period04/10/201207/10/2012
Internet address

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ID: 38111075