The Effects of Metaphor Use and Message Format on Cognitive Processing and Persuasive Outcomes of Condom Promotion Messages
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DOI: 10.1080/10510974.2017.1396543
Abstract: The potential of pictorial and verbal metaphors to gain attention and enhance persuasion is considerable. Few scholars, however, have investigated the persuasive effects of metaphor in health messages. We applied a 2 × 2 factorial… read more here.
Keywords: message; cognitive processing; effects metaphor; metaphor ... See more keywords