Four experiments were conducted to examine the persuasive impact of new product appeals containing an analogy. An analogy highlights the similarity in the benefits offered by a familiar base product and an unfamiliar target product. This device is found to be persuasive when (a) message...

We examined the effects of knowledge, motivation, and the type of message on ad processing and on product judgments. The data suggest that, regardless of subjects' prior knowledge, they could be motivated to process message information in detail. However, experts and novices differed in the...

Four studies support the conclusion that the evaluation of a target brand is influenced by its presentation in the context of advertising for brands from a different category. The specific effect of context depends on the decision maker's expertise in the target category and the accessibility of...

Four studies investigate how consumers' regulatory orientation and the decision strategies used to process message information affect their judgments. Evaluations of the chosen brand were more favorable when individuals with a prevention focus used decision strategies that enhanced the accuracy...