Title

The pitfalls in the analogical learning process for really new products: guidelines for generating effective analogies to communicate distinct benefits

RIS ID

26073

Publication Details

Ait El Houssi, A. (2008). The pitfalls in the analogical learning process for really new products: guidelines for generating effective analogies to communicate distinct benefits. Proceedings of the European Marketing Academy Conference (p. [9]). Brighton, UK: European Marketing Academy.

Abstract

It is argued that barriers exist to process an analogy that may compromise the positive impact of analogy on consumer learning of really new products. The aim of the present study is of exploratory nature by investigating the criteria for generating analogies to effectively contribute to consumers understanding of the distinct benefits of really new products. There are three important criteria that an analogy has to meet to be considered effective. An empirical study was conducted to examine whether these criteria offer explanation as to why previously used analogies were ineffective in enhancing consumers understanding of the benefits of reallly new products.

Link to publisher version (URL)

European Marketing Academy

Please refer to publisher version or contact your library.

Share

COinS