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

Antonia Erz, Bo T. Christensen, Torsten Tomczak

Research output: Contribution to conferenceConference abstract for conferenceResearchpeer-review

Abstract

This research investigates how consumers judge innovations based on meta-cognitive experiences they draw from the processing
fluency of analogies in advertisements. 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.
Original languageEnglish
Publication date2012
Number of pages3
Publication statusPublished - 2012
Event40th Annual Conference of the Association of Consumer Research. ACR 2012 - Vancouver, Canada
Duration: 4 Oct 20127 Oct 2012
Conference number: 40
http://www.acrwebsite.org/

Conference

Conference40th Annual Conference of the Association of Consumer Research. ACR 2012
Number40
CountryCanada
CityVancouver
Period04/10/201207/10/2012
Internet address

Cite this

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