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  • Title: The role of imagination in consumers' processing of visual metaphors in prescription drug advertising.
    Author: Foreman JR, Hsieh MH, Grover A.
    Journal: Health Mark Q; 2019; 36(3):169-185. PubMed ID: 31180277.
    Abstract:
    This research examines the influence of visual metaphors in direct-to-consumer advertising (DTCA) for prescription drugs. Results indicate that consumers' propensity to imagine enhances their objective comprehension of direct-to-consumer (DTC) pharmaceutical advertisements that contain fused visual metaphors (vs. juxtaposed visual metaphors). Additionally, when DTC pharmaceutical advertisements feature visual metaphors with low comparability, consumers primed with imagination-focused visualization rather than memory-focused visualization inducements experience greater information-seeking intentions regarding drug health risks for ads using fused rather than juxtaposed visual metaphors. These results suggest notable DTCA insights for advertising and policymaking.
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