title: 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.
authors.affiliation: a Edwards School of Business , University of Saskatchewan , Saskatoon , Saskatchewan , Canada.
authors.forename: Marjorie
authors.initials: M
authors.lastname: Delbaere
authors.forename: Malcolm C
authors.initials: MC
authors.lastname: Smith
mesh_terms: D000328:Adult; D000329:Advertising; D000368:Aged; D000998:Antiviral Agents / Q000627:therapeutic use; D004345:Drug Industry; D005260:Female; D006558:Herpes Genitalis / Q000188:drug therapy; D006801:Humans; D008297:Male; D019365:Metaphor; D008875:Middle Aged; D055553:Prescription Drugs / Q000191:economics*; D011361:Professional Competence; D055815:Young Adult
chemical_list: D000998:Antiviral Agents; D055553:Prescription Drugs
keywords: analogical processing; direct-to-consumer advertising; expertise effects; health care knowledge; metaphors