Erz, Antonia1; Christensen, Bo T.1; Tomczak, Torsten2
1 Department of Marketing, Copenhagen Business School2 Universität St.Gallen
How the Fluency of Analogies Affects Innovation Liking
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.
Main Research Area:
The 40th Advances in Consumer Research North American Conference. ACR 2012