The role of imagination in consumers’ processing of visual metaphors in prescription drug advertising

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.