Literally Experts: Expertise and the Processing of Analogical Metaphors in Pharmaceutical Advertising

Abstract

This research examined differences between novices and experts in processing analogical metaphors appearing in prescription drug advertisements. In contrast to previous studies on knowledge transfer, no evidence of the superiority of experts in processing metaphors was found. The results from an experiment suggest that expert consumers were more likely to process a metaphor in an ad literally than novices. Our findings point to a condition in which the expertise effect with processing analogies is not the linear relationship assumed in previous studies.

KEYWORDS:

• analogical processing
• metaphors
• direct-to-consumer advertising
• expertise effects
• health care knowledge