PT  - JOURNAL ARTICLE
AU  - Petit, Olivia
AU  - Otterbring, Tobias
TI  - The Impact of Fusion Metaphors in Health Appeals on Consumer Attitudes
AID  - 10.2501/JAR-2024-005
DP  - 2024 Mar 01
TA  - Journal of Advertising Research
PG  - 4--17
VI  - 64
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/64/1/4.short
4100  - http://www.journalofadvertisingresearch.com/content/64/1/4.full
SO  - J Advert Res2024 Mar 01; 64
AB  - Using structure-mapping theory, this research examines the efficacy of fusion metaphors in health campaigns aimed at changing consumer attitudes. Two experiments show that using fusion metaphors can have unintended consequences: Although these metaphors are meant to highlight the negative attributes of a target product, such as tasty but unhealthy food, they can inadvertently make the source product, such as a pack of cigarettes, appear more appealing. This poses challenges in effectively promoting health and may undermine the intended message of the campaign. This research brings both theoretical and managerial contributions by identifying the product attributes on which fusion metaphors are based.