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

Antonia Erz, Bo T. Christensen, Torsten Tomczak

Publikation: KonferencebidragKonferenceabstrakt til konferenceForskningpeer review

Abstrakt

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.
OriginalsprogEngelsk
Publikationsdato2012
Antal sider3
StatusUdgivet - 2012
Begivenhed40th Annual Conference of the Association of Consumer Research. ACR 2012 - Vancouver, Canada
Varighed: 4 okt. 20127 okt. 2012
Konferencens nummer: 40
http://www.acrwebsite.org/

Konference

Konference40th Annual Conference of the Association of Consumer Research. ACR 2012
Nummer40
LandCanada
ByVancouver
Periode04/10/201207/10/2012
Internetadresse

Citationsformater

Erz, A., Christensen, B. T., & Tomczak, T. (2012). Easy Like a Sunday Morning: How the Fluency of Analogies Affects Innovation Liking. Abstract fra 40th Annual Conference of the Association of Consumer Research. ACR 2012, Vancouver, Canada. http://www.acrwebsite.org/volumes/v40/acr_v40_12266.pdf