Study reveals best ways to use analogies in marketing
Tuesday, April 19, 2016 - 07:30
in Psychology & Sociology
They watched, waiting for the instant the test subject smiled. University of Delaware marketing professor Michal Herzenstein and her research assistant knew what a smile meant. It was the "aha!" moment. It meant the subject "got it." The subject, one of hundreds in a study, understood an analogy presented to advertise a new product and therefore, knew what the product did.