Attention, Memory, and Evaluation of Schema Incongruent Brand Messages. An Empirical Study
AbstractA widely held conception in the marketing literature is to develop consistency and relevancy when communicating brand meaning to consumers. The underlying idea behind traditional theories of persuasive communication suggests that matching the message to consumers’ perceptions and experiences increases the effectiveness of communication. Based on the implications of schema theory in cognitive psychology, the present research challenges the above hypothesis and proposes that moderately incongruent brand messages may lead to more favorable results. An empirical study was conducted that investigated consumers’ cognitive and affective responses to advertising information that varied in terms of incongruity (i.e., congruent, moderately incongruent, and extremely incongruent) with their existing brand schemata. As predicted, the results supported a non-monotonic, inverted-U relationship across the degree of incongruity. Advertisements featuring moderately incongruent brand information resulted in more ad processing, better recall and recognition memory, as well as more favorable ad and brand attitude, compared to congruent and extremely incongruent advertisements. The practical implications and the theoretical relevance of these findings for future consumer research are discussed.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
Bibliographic InfoPaper provided by University of Siena in its series Labsi Experimental Economics Laboratory University of Siena with number 032.
Date of creation: Sep 2010
Date of revision:
Schema incongruent brand messages.;
Find related papers by JEL classification:
- D90 - Microeconomics - - Intertemporal Choice - - - General
This paper has been announced in the following NEP Reports:
- NEP-ALL-2010-10-30 (All new papers)
- NEP-CBE-2010-10-30 (Cognitive & Behavioural Economics)
- NEP-MKT-2010-10-30 (Marketing)
- NEP-NEU-2010-10-30 (Neuroeconomics)
You can help add them by filling out this form.
reading list or among the top items on IDEAS.Access and download statisticsgeneral information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Alessandro Innocenti).
If references are entirely missing, you can add them using this form.