Verbalizing or Visualizing Metaphors?

The Moderating Effects of Processing Mode and Temporal Orientation

Yi HeAssistant Professor of Marketing

College of Business and Economics, California State University, East Bay25800 Carlos Bee Boulevard, Hayward, CA 94542

Phone: 510-885-3534Fax: 510-885-4796

Email: yi.he@csueastbay.edu

Qimei ChenShidler Distinguished Professor

Associate Professor of MarketingShidler College of Business, University of Hawai‘i

2404 Maile Way, Honolulu, HI 96822Phone: (808) 956-8921

Fax: 808-956-9886Email: qimei@hawaii.edu

Dana L. AldenWilliam R. Johnson Distinguished Professor of Marketing

Shidler College of Business, University of Hawai‘i2404 Maile Way, Honolulu, HI 96822

Phone: (808) 956-8565Fax: 808-956-9886

Email: dalden@hawaii.edu

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ABSTRACT

Metaphors are used extensively in healthcare communications and their persuasive superiority relative to literal messages is well-established. However, understanding of the processing mechanisms (e.g., mental visualization) that may mediate the enhanced effectiveness of metaphor in healthcare communications remains limited. Four experiments reported here address this limitation by examining whether metaphor type (abstract versus concrete) affects processing of a persuasive anti-smoking website. In Experiment 1, the authors reveal that concrete (versus abstract) metaphors activate higher levels of imagery processing leading to increased message effectiveness. In Experiments 2-3, the authors demonstrate that congruency between metaphor format and processing goals as well as between metaphor format and temporal orientation enhances message effectiveness.

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EXTENDED ABSTRACT

The Internet, with its “seemingly endless opportunities to inform, teach, and connect” (Silberg et al. 1997, p. 1244), has become one of the most important channels for pro-healthful persuasive communications. Central to many of these communications is the use of metaphor. Despite this, understanding of metaphor processing mechanisms remains limited. For example, theory has yet to incorporate mental imaging as mediator of metaphor's enhanced persuasiveness. This is the case despite the centrality of imagery processes to metaphor comprehension (Marschark, Katz, and Paivio 1983; Gibbs and Bogdonovich 1999). The extent to which processing mechanisms differ by type of metaphor also remains unknown. To address these gaps, the first objective is to identify underlying processing mechanisms for alternative metaphor formats (i.e., abstract versus concrete metaphors).

A second objective is to extend current theory regarding relationships between metaphor message strategies and "processing fluency." Processing fluency refers to the ease with which message content is evaluated and understood (Petrova and Cialdini 2005; Thompson and Hamilton 2006; Lee and Aaker 2004). Enhanced processing fluency has been associated with the use of imagery appeals (Petrova and Cialdini 2005), comparative advertising (Thompson and Hamilton 2006), and certain message frames (Lee and Aaker 2004). However, researchers have yet to test the impact of metaphor (e.g., abstract versus concrete metaphors) in conjunction with other communication tactics (e.g., processing goals or temporal orientation priming) on processing fluency as a mediator of message effectiveness. Closing these theoretical gaps, this research further examines ways that congruency between metaphor format (i.e., abstract versus concrete metaphors) and processing instructions (i.e., low- versus high-imagery instructions) impacts persuasion by enhancing processing fluency. Similar congruency effects between metaphor format (i.e., abstract versus concrete metaphors) and temporal orientation priming (i.e., long-term versus short-term priming) are also investigated.

Experiment 1 examines the processing mechanism of abstract versus concrete metaphor. Although imagery has yet to be incorporated into the metaphor processing mechanism, prior research has consistently underscored the role of imagery in comprehending metaphoric messages (Bottini et al. 1994; Burgess

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and Chiarello 1996). In addition, the level of mental imagery may vary by type of metaphor. For example, Gibbs and Bogdonovich (1999) demonstrated that concrete metaphors were usually processed through higher imagery mode than abstract metaphors. In addition, as imagery processing is believed to have superiority over discursive processing, concrete metaphors may be expected to be more persuasive than abstract metaphors. Experiment 1 tested the information processing mode of abstract versus concrete metaphors and the effect of metaphor format on message persuasion. Experiment 1 features a 2 metaphor format (abstract metaphor versus concrete metaphor) one-factor between-subject experimental design. Experiment 1 reveals that concrete (versus abstract) metaphors activate higher levels of imagery processing, and increase message effectiveness.

Experiment 2 investigates the effect of congruency between metaphor format and processing mode on persuasion. Congruency between message format and processing mode is believed to positively affect persuasion. Such effect is expected based on processing fluency theory (Winkielman and Cacioppo 2001). Processing fluency is defined as the experienced ease or fluency of ongoing processing (Unkelbach 2007). Processing fluency may also result from congruency between 1) the information and organization of information, and 2) the type of processing being done (Bettman et al. 1986). As found in Experiment 1, abstract (concrete) metaphors are more compatible with lower (higher) imagery processing. Then it can be predicted that compared with concrete (abstract) metaphors, abstract (concrete) metaphors lead to greater persuasion when low-imagery (high-imagery) processing was made salient. To test these hypotheses, Experiment 2 features a 2 metaphor format (abstract metaphor and concrete metaphor) X 2 processing instructions (low- versus high-imagery instructions) factorial design. Experiment 2 shows that congruency between metaphor format and processing goals facilitates processing fluency, and thereafter enhances message effectiveness.

Experiment 3 extends the same analogy and tested similar congruency effects between metaphor format (i.e., abstract versus concrete metaphor) and temporal orientation priming (i.e., long- versus short-term priming). Temporal orientation priming was selected due to its close associations with health related behaviors (Orbell and Hagger 2006). Prior research revealed that an individual can be primed to either focused on the long-term, the pursuit of distant rewards and achievement, or alternatively focused on the

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short-term, the pursuit of immediate gains and returns (Liu and Aaker 2007). According to the Temporal Construal Theory (Trope and Liberman 2003), abstract (concrete) metaphors are congruent with long-term (short-term) temporal orientation. Following the regulatory fit hypothesis (e.g., Lee and Aaker 2004; Aaker and Lee 2006), one may expect that when there is congruency between an individual’s regulatory orientation (e.g., long- versus shot-term) and communication message (e.g., abstract versus concrete metaphor), the ideas conveyed in the message are conceptually more fluent, and hence are more effective. To test these hypotheses, Experiment 3 features a 2 metaphor format (abstract metaphor and concrete metaphor) X 2 temporal orientation priming (long- versus short-term priming) factorial design. Experiment 3 reveals the positive effects of congruency between metaphor format (i.e., abstract versus concrete metaphors) and temporal orientation priming (i.e., long-term versus short-term priming) on message effectiveness due to increased processing fluency.

This research contributes to the collective knowledge of marketing in the following aspects. First, by developing a more precise model of the processing mechanism related to metaphors, this research advances the collective knowledge concerning how to effectively deliver metaphoric marketing appeals. Second, by examining the match or mismatch of different kinds of metaphors to other communication tactics (e.g., processing goals or temporal orientation priming), the present research may help identify ways to optimize the blending of linguistic and non-linguistic advertising elements. These analyses should assist marketers in answering important strategic questions in today’s highly competitive global marketplace.

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