Easy Like a Sunday Morning : How the Fluency of Analogies Affects Innovation Liking
Advances in Consumer Research
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.
contribution to scientific community
HSG Profile Area
SoM - Business Innovation
Advances in Consumer Research (Valdosta)