What is More Memorable, Counterintuitive Concepts Interpreted Metaphorically or Literally?
نویسنده
چکیده
A survey of randomly selected sample of television advertisements indicated that a significant number of these ads contain counterintuitive concepts. This makes sense in light of recent findings that suggest that minimally counterintuitive ideas are more memorable than intuitive ideas. However, a subsequent experiment performed to investigate the role of context in the memorability of such concepts suggested that counterintuitive concepts are only more memorable when they are interpreted literally rather than metaphorically.
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