The impact of fusion metaphors in health appeals on consumer attitudes: Tasty but unhealthy, healthy but not tasty—Duality considerations in health messaging

Using structure-mapping theory, this research examines the efficacy of fusion metaphors in health campaigns aimed at changing consumer attitudes.
Petit and Otterbring

Management Slant

  • Fusion metaphors can both enhance and diminish favorable attitudes toward products, implying restricted use in health campaigns.
  • To effectively shape consumer attitudes, fusion metaphors should consider the attributes of the target product.
  • When source attributes do not align with those of the target, the source attributes may be suppressed during the alignment process.
  • When aiming to create a more negative perception of a product by highlighting its detrimental health effects, ensure that the target product is primarily evaluated on the basis of unhealthy attributes.
  • When aiming to create a more positive perception of a product...

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