Detail Beyond apples and oranges: Using analogies to catalyze new product adoption Bibliografi Author: Scott, Carol A. (Advisor); Fitzgerald, Kathryn A. Topik: BUSINESS ADMINISTRATION; MARKETING|MASS COMMUNICATIONS|PSYCHOLOGY; COGNITIVE Bahasa: (EN )    ISBN: 0-599-03784-9     Penerbit: University of California     Tahun Terbit: 1998     Jenis: Theses - Dissertation Fulltext: 9906153.pdf (0.0B; 3 download) Abstract Providing appropriate and useful analogies may be one of the most powerful ways of communicating about new and/or complex ideas. For example, the 'information superhighway' analogy has had a major impact on the way people think about the Internet. Marketers launching or repositioning a product can actively guide the impression formation process by creating an analogy-based communication program. This dissertation seeks to characterize the factors driving the success of such programs. Analogies used in such advertising contexts can be thought of as a form of rhetoric. Traditional wisdom about the impact of rhetoric is that it must be novel and surprising to be effective. However, highly novel analogies may not be most appropriate for communicating information about products that are themselves quite new and complex. Analogies representing highly novel mappings between domains may be too complex for thorough processing. Two laboratory experiments examined the effects of two variables hypothesized to influence the perceived complexity of an advertisement: the novelty of the intended mapping between the product and some familiar source domain and the presence/absence of verbal explanation of that intended mapping. Both experiments measured responses to a mock print advertisement for a fictitious encryption product designed for 'smart' digital phones. The first experiment measured attitudes and knowledge acquired about the product immediately following exposure to the advertisement, while the second measured responses after a one week delay. In both experiments, analogies based on moderately novel mappings produced more favorable attitudes and led to more accurate and complete knowledge about the product. Verbal ambiguity also moderated responses under high but not low mapping novelty, as predicted. Providing explanation about the intended mapping had a positive effect on both attitudes and knowledge gained in response to an analogy with a highly novel mapping. In Experiment I, verbal ambiguity produced opposite effects on attitudes and knowledge. While low verbal ambiguity enhanced knowledge about the product, it led to less favorable attitudes about the advertisement. Results testing for perceived complexity as the mediator of the responses to these two advertising characteristics were somewhat mixed. As predicted, more novel analogies were perceived as significantly more complex. However, whether the presence of verbal explanation decreased or increased ratings of processing complexity depended on the novelty of the intended mapping. The impact of perceived complexity on both attitude formation and learning was found to be highly significant, with advertisements rated as moderately complex consistently superior to advertisements rated either quite simple or highly complex. While this inverted-U relation between perceived complexity and the attitude and knowledge outcomes did not fully account for all of the effects of mapping novelty and verbal ambiguity, the majority of the results supported its role as a mediator of these advertising characteristics. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Lihat Sejarah Pengadaan  Konversi Metadata   Kembali

Copyright © 2006, 2007 Unika Atma Jaya, all rights reserved