RIS ID
31325
Abstract
Research in marketing and consumer behavior has suggested that analogies may be useful to enhance consumer learning of really new products. However, mixed results on the effectiveness of analogies have also been found indicating the risk of communication failure. In this paper several aspects of analogical thought that may negatively influence the use of analogies as learning devices for really new products are identified. For effective use of consumer learning by analogy of really new products several criteria are proposed for the selection of an appropriate analogy. In an exploratory study these criteria are used to find explanation for the ineffective analogy used in previous studies.
Publication Details
Ait El Houssi, A. (2009). Consumers' difficulty with learning by analogy of really new products: selection criteria of effective analogies. 8th International Conference on Research in Advertising : ICORIA 2009 (pp. 1-10). The Netherlands: European Advertising Academy.