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Cognitive and Affective Consequences of Two Types of Incongruent Advertising

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Author Info
Loef, J.
Verlegh, P.W.J. (Erasmus Research Institute of Management (ERIM), RSM Erasmus University)
Abstract

In this study, Heckler & Childers' (1992) two-dimensional conceptualization of incongruity is employed and related to the different schemas that consumers use in ad processing. Consumers can relate advertising to expectations about ads for the product concerned from the ad schema or to brand-related expectations from the brand schema. If an ad is incongruent with the brand schema, consumer responses to incongruity do not only reflect expectancy of the ad, but also involve determining relevancy to the brand, consistent with the two-dimensional conceptualization of incongruity. However, if an ad is incongruent with the ad schema consumers will only react to the expectancy dimension of incongruity. Therefore, these two types of incongruity have different consequences in terms of consumer evaluation, processing and categorization. We find that incongruity with the ad schema mainly has affective consequences. Ads that are incongruent with the ad schema lead to more arousal and consequently more favorable ad evaluations than ads that are congruent with the ad schema. Incongruity with the brand schema has predominantly cognitive consequences. Ads that are incongruent with the brand schema lead to more extensive processing than ads that are congruent with the brand schema. Brand beliefs and categorization change as a result of incongruent advertising information.

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Paper provided by Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam. in its series Research Paper with number ERS-2002-42-MKT Revision_Date: 2009-07-29.

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Date of creation: 18 Apr 2002
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Handle: RePEc:dgr:eureri:2002190

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Related research
Keywords: Advertising; information processing; experiments; congruency; schema theory;

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References listed on IDEAS
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  1. Sujan, Mita, 1985. " Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgments," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 12(1), pages 31-46, June.
  2. Heckler, Susan E & Childers, Terry L, 1992. " The Role of Expectancy and Relevancy in Memory for Verbal and Visual Information: What Is Incongruency?," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 18(4), pages 475-92, March.
  3. Stayman, Douglas M & Alden, Dana L & Smith, Karen H, 1992. " Some Effects of Schematic Processing on Consumer Expectations and Disconfirmation Judgments," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 19(2), pages 240-55, September.
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