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

Abstract

Previous research on metaphor and persuasion has suggested that metaphorical language elicits an assimilation effect wherein positive metaphors elicit positive attitudes toward the communication topic and negative metaphors elicit negative evaluations. The authors of this article propose that metaphorical content can increase or decrease motivation to systematicall y scrutinize a persuasive communication depending on the extent to which it resonates with the listener's preferences and interests. Consistent with this model, 2 experiments demonstrate that a sports metaphor increases message-relevant elaboration and sensitivity to argument strength among individuals who enjoy sports. Conversely, the sports metaphor reduces message-relevant elaboration and sensitivity to argument strength among individuals who dislike sports. Findings are discussed in the context of related research that suggests metaphor can serve alternative functions in a persuasive communication task.