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| Author: | McGuire, W. J. |
| Title: | Standing on the shoulders of ancients. consumer research, persuasion, and figurative language |
| Journal: | Journal of Consumer Research
2000 : JUN, VOL. 27:1, p. 109-114 |
| Index terms: | Consumer research Consumer behaviour Image |
| Freeterms: | Tropes |
| Language: | eng |
| Abstract: | According to the author the study of persuasion is a central topic of consumer research. A program of research on the effects of figurative languages is described as an example of how giving greater consideration to ancient wisdom can enhance the understanding of persuasive communication and consumer behaviour, especially in the creative hypothesis-generating phase of research. |
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