The Impact of Fusion Metaphors in Health Appeals on Consumer Attitudes
基于结构映射理论，通过两个实验发现健康宣传中的融合隐喻可能产生意外后果：在强调目标产品（如美味但不健康的食品）的负面属性时，反而让源产品（如香烟）显得更有吸引力，从而削弱宣传效果。
Using structure-mapping theory, this research examines the efficacy of fusion metaphors in health campaigns aimed at changing consumer attitudes. Two experiments show that using fusion metaphors can have unintended consequences: Although these metaphors are meant to highlight the negative attributes of a target product, such as tasty but unhealthy food, they can inadvertently make the source product, such as a pack of cigarettes, appear more appealing. This poses challenges in effectively promoting health and may undermine the intended message of the campaign. This research brings both theoretical and managerial contributions by identifying the product attributes on which fusion metaphors are based.