Laying it on thin: analogical cue frequency in the manipulation of choice

Persuasive analogies consist of linguistic cues that invite audiences to represent a problem in terms of an analog and to make choices compatible with this manipulated representation. The authors explore how the frequency of linguistic cues moderates analogical bias in choice behavior. Participants read versions of a managerial decision scenario differing in the number of sports (e.g., game plan) or family (e.g., parent company) idioms used to describe situational attributes and then chose between analogically consistent and inconsistent response options. Analogies consisting of an intermediate number of cues elicited higher rates of analogically consistent responding than those of higher and lower cue frequency. When explaining their responses, participants referred to the sports or family analogies most often to rationalize rejecting the analogically consistent response option after reading high cue frequency versions. These findings indicate that there are lower and upper boundaries to a persuasive analogy's optimal cue frequency.