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De effecten van het gebruik van visuele metaforen binnen utilitaire en hedonische producten op de productattitude

Aart, C.V. van (2011) De effecten van het gebruik van visuele metaforen binnen utilitaire en hedonische producten op de productattitude.

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Abstract:Recent research shows that metaphor use in advertising can lead to more positive product evaluations. It is expected that this effect also applies when a metaphor is used in a product package. The goal of this research was to examine the effectiveness of simple and complex metaphors. A distinction is made between hedonic and utilitarian products. Also, cues are used to enhance metaphor comprehension. A 2 (metaphor: simple vs. complex) x 2 (product type: hedonic vs. utilitarian) x 2 (cues: slogan vs. no slogan) between subjects design was used to investigate expectations. The results suggest that a simple metaphor is most effective when combined with utilitarian products. The expectation that a complex metaphor is most effective when combined with hedonic products did not reach significance. Providing a cue to explain the metaphor is only effective when used with a simple metaphor. These findings suggest that easy metaphors are suitable for functional products. Keywords: metaphors, product types, cues, product attitude
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Psychology MSc (66604)
Link to this item:http://purl.utwente.nl/essays/61011
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