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