Data and analysis files for "When the riddle fails: comprehension and the implicit–explicit divergence in visual metaphor advertising"

Data and analysis files from a mixed-design experiment on the effects of visual metaphor complexity on consumers' explicit and implicit attitudes toward print advertising. Ninety-one undergraduate and graduate students at a Spanish public university were exposed to nine pairs of print ads — one metaphorical and one non-metaphorical for each product category — under one of three levels of metaphor complexity (juxtaposition, fusion or replacement), and completed an Implicit Association Test contrasting metaphorical with non-metaphorical ads. After applying the IAT exclusion criteria of Greenwald, Nosek and Banaji (2003), 78 cases were retained. The dataset contains self-reported attitudes toward the ad, comprehension, perceived relation and similarity, forced-choice preference, and IAT block latencies. All variables are numeric and contain no personally identifying information. See README for the codebook.