This re-inquiry examines the robustness of research showing that rhetorical figures such as rhyme and metaphor can have a positive impact on consumer response to advertising. Prior empirical research explicitly directed subjects to process the ads and generally examined either visual or verbal...

From product design and packaging to advertising and retailing, marketers are continually seeking to strategically facilitate meanings that contribute positively to brand images, purchase likelihood, satisfaction, and the like. For their part, consumers are continually acquiring, using, sharing...

We establish a parsimonious theoretical framework of consumer wisdom based on five mutually reinforcing psychological facets. Our research draws from wisdom literature and a set of 31 phenomenological interviews with informants who were identified through a multi-stage nomination process. The...

This article adopts and extends a meaning-based approach to advertising. We emphasize the consumer's perspective and seek to address important factors that motivate and shape actualized advertising meanings. A graphic model is delineated that focuses on consumers' life themes (e.g., being true...

A rhetorical figure can be defined as an artful deviation in the form taken by a statement. Since antiquity dozens of figures have been cataloged, ranging from the familiar (rhyme, pun) to the obscure (antimetabole). Despite the frequent appearance of rhetorical figures in print advertisements,...