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The Effects of Ad Context and Gender on the Identification of Visually Incongruent Products

Author

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  • Theodore J. Noseworthy
  • June Cotte
  • Seung Hwan (Mark) Lee

Abstract

Evidence from three experiments shows that due to superior visuo-spatial elaboration, females (relative to males) have a heightened ability to identify visually incongruent products that are promoted among competing products. Females discriminate relational information among competing advertisements and use this information to identify incongruent products that would otherwise go unidentified. Consequently, they evaluate the products more favorably. Consistent with predictions of a limited capacity in working memory, we find this performance for females coincides with a reduction in ad claim recognition. Close inspection reveals the trade-off between product identification and ad recognition is the result of involuntary resource allocation from verbal processing to visuo-spatial processing. Hence, females may be able to use the advertising context to identify an extremely incongruent product, but this performance is not without a cost. Our results have important implications for research on product incongruity, gender, and advertising context.

Suggested Citation

  • Theodore J. Noseworthy & June Cotte & Seung Hwan (Mark) Lee, 2011. "The Effects of Ad Context and Gender on the Identification of Visually Incongruent Products," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 38(2), pages 358-375.
    • Handle: RePEc:oup:jconrs:doi:10.1086/658472
    DOI: 10.1086/658472
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    Cited by:

    1. Roggeveen, Anne L. & Goodstein, Ronald C. & Grewal, Dhruv, 2014. "Improving the Effect of Guarantees: The Role of a Retailer's Reputation," Journal of Retailing, Elsevier, vol. 90(1), pages 27-39.
    2. Michael Wood & Theodore Noseworthy & Scott Colwell, 2013. "If You Can’t See the Forest for the Trees, You Might Just Cut Down the Forest: The Perils of Forced Choice on “Seemingly” Unethical Decision-Making," Journal of Business Ethics, Springer, vol. 118(3), pages 515-527, December.
    3. Varsha Jain & Subhadip Roy & Adwita Pant, 2013. "Effect of colour and relative product size (RPS) on consumer attitudes," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 1(1), pages 41-58, October.
    4. Philp, Matthew & Mantonakis, Antonia, 2020. "Guiding the consumer evaluation process and the probability of order-effects-in-choice," Journal of Business Research, Elsevier, vol. 112(C), pages 13-22.
    5. Arijit Bhattacharya & Manjari Srivastava, 2020. "A Framework of Online Customer Experience: An Indian Perspective," Global Business Review, International Management Institute, vol. 21(3), pages 800-817, June.
    6. Zhang, Kem Z.K. & Cheung, Christy M.K. & Lee, Matthew K.O., 2014. "Examining the moderating effect of inconsistent reviews and its gender differences on consumers’ online shopping decision," International Journal of Information Management, Elsevier, vol. 34(2), pages 89-98.
    7. Benedikt Schnurr, 2017. "The impact of atypical product design on consumer product and brand perception," Journal of Brand Management, Palgrave Macmillan, vol. 24(6), pages 609-621, November.
    8. Theodore J Noseworthy & Kyle B Murray & Fabrizio Di Muro & Gita JoharEditor & Page MoreauAssociate Editor, 2018. "When Two Wrongs Make a Right: Using Conjunctive Enablers to Enhance Evaluations for Extremely Incongruent New Products," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(6), pages 1379-1396.

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