Metaphorical messages and the literal-minded: Accounting for individual cognitive differences in the design of persuasive health messages

Abstract

Although metaphor has been a subject of study for centuries, few experimental studies have attempted to demonstrate the persuasive power of messages containing metaphors. Moreover, it is rarely acknowledged that metaphors and analogies can serve as valuable tools to tailor messages to the values of culturally diverse populations. This dissertation outlines the utility of incorporating metaphors and analogies within persuasive messages and advances a method for generating culturally appropriate metaphors and analogies. The literature on the neurophysiological basis of figurative language processing is reviewed in an attempt to uncover the origin of the persuasive power of metaphor. This literature leads to the development of the concept of Literal Mindedness as a way to explain individual differences in responses to figurative language. The Literal Mindedness Inventory is developed as part of this dissertation research, and its convergent validity with Need for Cognition also is established. Finally, an experiment was conducted to test the effect of metaphors and analogies and Literal Minedness on persuasion. To assess the effect of metaphors and analogies on the reception of persuasive health messages (HIV prevention/pro-condom messages), nine messages representing three levels of metaphors and analogies were tested on outcome measures such as fear, efficacy, message evaluation, and knowledge and attitudes. The hypotheses advanced in this study were partially supported, and form the basis of a number of recommendations for future research.