The effect of metaphor on processing style in a persuasion task: A motivational resonance model

Previous research on metaphor and persuasion has suggested that metaphorica l language elicits an assimilation effect wherein positive metaphors elicit positive attitudes toward the communication topic and negative metaphors e licit negative evaluations. The authors of this article propose that metaph orical content can increase or decrease motivation to systematically scruti nize a persuasive communication depending on the extent to which it "resona tes" with the listener's preferences and interests. Consistent with this mo del, 2 experiments demonstrate that a sports metaphor increases message-rel evant elaboration and sensitivity to argument strength among individuals wh o enjoy sports. Conversely, the sports metaphor reduces message-relevant el aboration and sensitivity to argument strength among individuals who dislik e sports. Findings are discussed in the context of related research that su ggests metaphor can serve alternative functions in a persuasive communicati on task.