Effectively communicating new product benefits to consumers: The use of analogy versus literal similarity

The disruptive impact of attribute information on the effectiveness of analogies in print advertising as a means to enhance consumer learning of new product benefits

Analogical learning of new product benefits: Between-domain analogies versus within-domain analogies

De ontwikkeling en marketing van intelligente producten

The effectiveness of true analogies for consumer learning of really new products

Consument en web: een inleiding digitale marketingcommunicatie

Making the invisible visible and comprehensible: using learning by analogy to communicate imperceptible functionalities