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ISSN : 1229-8778
This study examined how metaphoric expression moderates the effect of means-goal relationship on perceived instrumentality. According to previous studies, a single means to pursue a single goal is perceived to be more effective to achieve the goal, while a means to pursue multiple goals is perceived to be less effective. This is called the dilution effect, and it is mediated by the association strength between means and goals (Zhang, Fishbach, and Kruglanski, 2007). This study applies this idea to a marketing communication such as print ad. We manipulated the number of goals (outcome of product) achieved by a single means (product), then investigated the effect of the goal number on perceived instrumentality. In particular, we focus on how influence may vary by exposure to the metaphorical message. We hypothesize that, consistent with the dilution effect, when a metaphorical sentence is presented before ad evaluation, consumers feel that unifinal means are more effective than multifinal means due to perceived relational similarity, while when a declarative sentence is presented before ad evaluation, the effect is reversed. In Experiment 1, using a print ad for a fitness program as a stimulus, we explored the interaction effect between metaphoric message and number of goals. The results supported hypothesis 1. Study 2 replicates the results of study 1 using a different stimulus (i.e., print ad for a ball-point pen) and a different dependent variable (i.e., willingness to pay). Further, the results show that the observed effect is mediated by the increase in perceived instrumentality of the means. This research contributes to the means-goal literature by providing novel evidence for the moderating role of metaphorical message on instrumentality perception in a unifinal vs. multifinal means situation. Further, our research offers practitioners important insights into designing the details of effective marketing communication.
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