Dataset for “Designing Visual Metaphors in Advertisements: A Fuzzy-Set Qualitative Comparative Analysis (fsQCA) of Cognitive Elaboration and Comprehension”

This dataset supports the article entitled "Designing Visual Metaphors in Advertisements: A Fuzzy-Set Qualitative Comparative Analysis (fsQCA) of Cognitive Elaboration and Comprehension." The file includes the outcomes (cognitive elaboration and comprehension) and causal conditions (visual structure complexity, conceptual similarity, explicitness, verbal messages, and need for cognition) obtained before and after calibration.