haku: @author Mothersbaugh, D. L. / yhteensä: 2
viite: 2 / 2
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| Tekijä: | Mothersbaugh, D. L. Huhmann, B. A. Franke, G. R. |
| Otsikko: | Combinatory and Separative Effects of Rhetorical Figures on Consumers' Effort and Focus in Ad Processing |
| Lehti: | Journal of Consumer Research
2002 : MAR, VOL. 28:4, p. 589-602 |
| Asiasana: | CONSUMERS RESEARCH ANALYTICAL REVIEW |
| Kieli: | eng |
| Tiivistelmä: | The authors focusing on the incongruity differences that exist between schemes and tropes. Study 1 uses syndicated data (Starch readership scores) to test how figures combine to affect the extent of processing. Results show that when figures leverage unique mechanisms (i.e., schemes and tropes), their combination yields incremental processing gains. Alternatively, when figures leverage redundant mechanisms (e.g., multiple tropes), their combination yields no incremental processing. Study 2 is an experiment that tests how figures separate in affecting the focus of ad processing. Results show that schemes generate a generalized focus on the entire ad, including both ad-stylistic and message- related aspects, while tropes generate a more selective focus on message-related aspects. |
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