Psychology and Behavioral Sciences

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Influence of Message Framing and Product Type of Metaphorical Ads on Advertising Preference

Received: 19 March 2015    Accepted: 31 March 2015    Published: 09 April 2015
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Abstract

Although previous studies have indicated that metaphorical advertisements have high persuasiveness, consumers are frequently affected by message framing and product type that lead to varying value preferences and decisions. This study adopted a 2 × 2 between-subjects experimental design to operate the two independent variables of metaphorical message framing (positive metaphor vs. negative metaphor) and advertised product type (symbolic product vs. utilitarian product) to verify the research hypotheses and test the influence of the two variables on advertising preference. Four significant results were obtained: (a) message framing affected advertising preference, and the advertising preference for positive metaphors surpassed that for negative metaphors; (b) product type affected advertising preference, and the advertising preference for symbolic products exceeded that for utilitarian products; (c) symbolic products using a negative metaphor obtained a relatively higher level of advertising preference; and (d) utilitarian products using a positive metaphor acquired a relatively higher level of advertising preference. Metaphorical advertisements are a persuasive tool for breaking consumer psychological defense. Nevertheless, optimizing the persuasiveness of metaphorical advertisements still relies on metaphorical message framing and product type. The results of this study can provide compelling and clear references for advertising practitioners to formulate message strategies and realize creativity in the future.

DOI 10.11648/j.pbs.20150402.17
Published in Psychology and Behavioral Sciences (Volume 4, Issue 2, April 2015)
Page(s) 79-89
Creative Commons

This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.

Copyright

Copyright © The Author(s), 2024. Published by Science Publishing Group

Keywords

Metaphorical Advertisement, Message Framing, Product Type, Decision Frame, Prospect Theory

References
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Author Information
  • Department of Visual Communication Design, Ming Chi University of Technology, New Taipei City, Taiwan

  • Department of Commercial Design, Chung Yuan Christian University, Taoyuan City, Taiwan

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  • APA Style

    Chao-Ming Yang, Tzu-Fan Hsu. (2015). Influence of Message Framing and Product Type of Metaphorical Ads on Advertising Preference. Psychology and Behavioral Sciences, 4(2), 79-89. https://doi.org/10.11648/j.pbs.20150402.17

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    Chao-Ming Yang; Tzu-Fan Hsu. Influence of Message Framing and Product Type of Metaphorical Ads on Advertising Preference. Psychol. Behav. Sci. 2015, 4(2), 79-89. doi: 10.11648/j.pbs.20150402.17

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    AMA Style

    Chao-Ming Yang, Tzu-Fan Hsu. Influence of Message Framing and Product Type of Metaphorical Ads on Advertising Preference. Psychol Behav Sci. 2015;4(2):79-89. doi: 10.11648/j.pbs.20150402.17

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  • @article{10.11648/j.pbs.20150402.17,
      author = {Chao-Ming Yang and Tzu-Fan Hsu},
      title = {Influence of Message Framing and Product Type of Metaphorical Ads on Advertising Preference},
      journal = {Psychology and Behavioral Sciences},
      volume = {4},
      number = {2},
      pages = {79-89},
      doi = {10.11648/j.pbs.20150402.17},
      url = {https://doi.org/10.11648/j.pbs.20150402.17},
      eprint = {https://download.sciencepg.com/pdf/10.11648.j.pbs.20150402.17},
      abstract = {Although previous studies have indicated that metaphorical advertisements have high persuasiveness, consumers are frequently affected by message framing and product type that lead to varying value preferences and decisions. This study adopted a 2 × 2 between-subjects experimental design to operate the two independent variables of metaphorical message framing (positive metaphor vs. negative metaphor) and advertised product type (symbolic product vs. utilitarian product) to verify the research hypotheses and test the influence of the two variables on advertising preference. Four significant results were obtained: (a) message framing affected advertising preference, and the advertising preference for positive metaphors surpassed that for negative metaphors; (b) product type affected advertising preference, and the advertising preference for symbolic products exceeded that for utilitarian products; (c) symbolic products using a negative metaphor obtained a relatively higher level of advertising preference; and (d) utilitarian products using a positive metaphor acquired a relatively higher level of advertising preference. Metaphorical advertisements are a persuasive tool for breaking consumer psychological defense. Nevertheless, optimizing the persuasiveness of metaphorical advertisements still relies on metaphorical message framing and product type. The results of this study can provide compelling and clear references for advertising practitioners to formulate message strategies and realize creativity in the future.},
     year = {2015}
    }
    

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    T1  - Influence of Message Framing and Product Type of Metaphorical Ads on Advertising Preference
    AU  - Chao-Ming Yang
    AU  - Tzu-Fan Hsu
    Y1  - 2015/04/09
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    N1  - https://doi.org/10.11648/j.pbs.20150402.17
    DO  - 10.11648/j.pbs.20150402.17
    T2  - Psychology and Behavioral Sciences
    JF  - Psychology and Behavioral Sciences
    JO  - Psychology and Behavioral Sciences
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    PB  - Science Publishing Group
    SN  - 2328-7845
    UR  - https://doi.org/10.11648/j.pbs.20150402.17
    AB  - Although previous studies have indicated that metaphorical advertisements have high persuasiveness, consumers are frequently affected by message framing and product type that lead to varying value preferences and decisions. This study adopted a 2 × 2 between-subjects experimental design to operate the two independent variables of metaphorical message framing (positive metaphor vs. negative metaphor) and advertised product type (symbolic product vs. utilitarian product) to verify the research hypotheses and test the influence of the two variables on advertising preference. Four significant results were obtained: (a) message framing affected advertising preference, and the advertising preference for positive metaphors surpassed that for negative metaphors; (b) product type affected advertising preference, and the advertising preference for symbolic products exceeded that for utilitarian products; (c) symbolic products using a negative metaphor obtained a relatively higher level of advertising preference; and (d) utilitarian products using a positive metaphor acquired a relatively higher level of advertising preference. Metaphorical advertisements are a persuasive tool for breaking consumer psychological defense. Nevertheless, optimizing the persuasiveness of metaphorical advertisements still relies on metaphorical message framing and product type. The results of this study can provide compelling and clear references for advertising practitioners to formulate message strategies and realize creativity in the future.
    VL  - 4
    IS  - 2
    ER  - 

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