The moderating effect of knowledge and resources on the persuasive impact of analogies

Michelle L. Roehm*, Brian Sternthal

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

119 Scopus citations


Four experiments were conducted to examine the persuasive impact of new product appeals containing an analogy. An analogy highlights the similarity in the benefits offered by a familiar base product and an unfamiliar target product. This device is found to be persuasive when (a) message recipients have the ability to map attribute relations from some base category to understand the benefits of a target product, and (b) they allocate the substantial resources needed to complete this mapping. In the absence of either of these conditions, the persuasive impact of an analogy is more limited. A variety of devices, including expertise with the base product, training in how to process base information, and a positive mood, are shown to improve the comprehension of an analogy and to enhance its persuasiveness.

Original languageEnglish (US)
Pages (from-to)257-272
Number of pages16
JournalJournal of Consumer Research
Issue number2
StatePublished - Sep 2001

ASJC Scopus subject areas

  • Business and International Management
  • Anthropology
  • Arts and Humanities (miscellaneous)
  • Economics and Econometrics
  • Marketing


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