The Persuasive Effect of Using Visual Metaphors in Advertising Design

2016 ◽  
Vol 6 (1) ◽  
pp. 33-40
Author(s):  
Amira Kadry
Keyword(s):  
Visual Metaphors ◽  
Persuasive Effect

scholarly journals Consumer Adoption of Consumer-Created vs. Expert-Created Information: Moderating Role of Prior Product Attitude

2021 ◽  
Vol 13 (4) ◽  
pp. 2024
Author(s):  
Do-Hyung Park
Keyword(s):  
Information Structure ◽  
Source Credibility ◽  
Consumer Decision Making ◽  
Brand Attitudes ◽  
Consumer Reviews ◽  
Brand Evaluation ◽  
Online Consumer Reviews ◽  
Online Consumer ◽  
Moderating Role ◽  
Persuasive Effect

Today, consumer-created information such as online consumer reviews have become important and popular, playing a key role in consumer decision making. Compared with expert-created information, each piece of information is less powerful or persuasive, but their aggregation can be more credible and acceptable. This concept is called collective intelligence knowledge. This study focuses on the persuasive effect on consumer product attitudes of consumer-created information compared to expert-created information. Using source credibility and familiarity theory, the study reveals how prior brand attitudes can play a moderating role in the persuasive effect of consumer-created information and expert-created information. Specifically, this study shows how consumer-created information is more persuasive when consumers have more favorable prior brand attitudes, while expert-created information is more persuasive when consumers have less favorable prior brand attitudes. Based on the results, this study proposes practical strategies for information structure, curation, and presentation. If a company has a good-quality brand evaluation of its products, it should increase the weight of consumer-created information such as online consumer reviews. Otherwise, the company needs to first improve brand evaluation through expert-created information such as third-parties or power-blogger reviews.

scholarly journals Disrupt-Then-Reframe is in the Air: A French Replication and Refinement

2015 ◽  
Vol 19 (2) ◽  
pp. 162-173
Author(s):  
Roxane Saint-Bauzel ◽  
Audrey Pelt ◽  
Laura Barbier ◽  
Valérie Fointiat
Keyword(s):  
Target Behaviour ◽  
Communication Situation ◽  
Two Phases ◽  
The Individual ◽  
Persuasive Effect

Abstract Initiated by Davis and Knowles (1999), the-disrupt-then-reframe technique is based on the linking of two moments in time. First of all, slipping an unexpected element into a communication situation that is likely to provoke a disruption in communication. Once this disruption has been achieved, proposing a target behaviour by insisting on the benefit that the individual could derive from it. We wanted to verify that this technique, effective in American, Dutch, and Polish contexts and naturally dependent on the culture of individuals and the communication norms which prevail there, could be effective in a French context. In accordance with the literature, our results show that when the two phases of the technique are linked, a greater persuasive effect is observed. A theoretically interesting way to interpret the effectiveness of the technique is proposed.

RISE, GRUBENHUND: ON PROVINCIALIZING KUHN

2012 ◽  
Vol 9 (1) ◽  
pp. 109-126 ◽  
Author(s):  
DEBORAH R. COEN
Keyword(s):  
History Of Science ◽  
Knowledge Production ◽  
Foreign Languages ◽  
Ludwik Fleck ◽  
Scientific Revolutions ◽  
Visual Metaphors ◽  
Structure Of Scientific Revolutions ◽  
History Of ◽  
Kuhnian Revolution ◽  
Neutral Ground

Bilingualism was Kuhn's solution to the problem of relativism, the problem raised by his own theory of incommensurability. In The Structure of Scientific Revolutions, he argued that scientific theories are separated by gulfs of mutual incomprehension. There is no neutral ground from which to judge one theory fitter than another. Each is formulated in its own language and cannot be translated into the idiom of another. Yet, like many Americans, Kuhn never had the experience of moving comfortably between languages. “I've never been any good really at foreign languages,” he admitted in an interview soon before his death. “I can read French, I can read German, if I'm dropped into one of those countries I can stammer along for a while, but my command of foreign languages is not good, and never has been, which makes it somewhat ironic that much of my thought these days goes to language.” Kuhn may have been confessing to more than a personal weakness. His linguistic ineptitude seems to be a clue to his overweening emphasis on the difficulty of “transworld travel.” Multilingualism remained for him an abstraction. In this respect, I will argue, Kuhn engendered a peculiarly American turn in the history of science. Kuhn's argument for the dependence of science on the norms of particular communities has been central to the development of studies of science in and as culture since the 1980s. Recent work on the mutual construction of science and nationalism, for instance, is undeniably in Kuhn's debt. Nonetheless, the Kuhnian revolution cut off other avenues of research. In this essay, I draw on the counterexample of the physician–historian Ludwik Fleck, as well as on critiques by Steve Fuller and Ted Porter, to suggest one way to situate Kuhn within the broader history of the history of science. To echo Kuhn's own visual metaphors, one of the profound effects of The Structure of Scientific Revolutions on the field of history of science was to render certain modes of knowledge production virtually invisible.

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