The moderating effect of knowledge and resources on the persuasive impact of analogies

Four experiments were conducted to examine the persuasive impact of new pro duct appeals containing an analogy. An analogy highlights the similarity in the benefits offered by a familiar base product and an unfamiliar target p roduct. This device is found to be persuasive when (a) message recipients h ave the ability to map attribute relations from some base category to under stand the benefits of a target product, and (b) they allocate the substanti al resources needed to complete this mapping. In the absence of either of t hese conditions, the persuasive impact of an analogy is more limited. A var iety of devices, including expertise with the base product, training in how to process base information, and a positive mood, are shown to improve the comprehension of an analogy and to enhance its persuasiveness.