Schema Strength, Processing Opportunity, and the Rewarding Nature of Incongruity Resolution in Advertising
- Author(s)
- Georgios Halkias, Flora Kokkinaki
- Abstract
Extant literature calls for more research to identify the boundary conditions as well as the process underlying the effects of ad messages that violate specific brand beliefs. This paper examines different levels of ad–brand incongruity, considering brand schema strength and processing opportunity as factors that influence the perception and the resolution of incongruity. Moreover, it provides empirical evidence for the process mediating attitudinal responses to ad–brand incongruity. Experiment 1 shows superiority for moderately incongruent ads over congruent and extremely incongruent ads which is eliminated when participants have a weak, as opposed to a strong, brand schema. Experiment 2 replicates the nonmonotonic pattern for strong, real brands but further shows that low processing opportunity favors congruent ads. Mediation analysis reveals that the psychological satisfaction experienced during the ad interpretation process has an asymmetric mediating effect, such that moderate levels of ad–brand incongruity generate highest levels of satisfaction which then leads to more positive responses.
- Organisation(s)
- Department of Accounting, Innovation and Strategy
- External organisation(s)
- Athens University of Economics and Business
- Journal
- International Journal of Advertising
- Volume
- 36
- Pages
- 415-438
- No. of pages
- 24
- ISSN
- 0265-0487
- DOI
- https://doi.org/10.1080/02650487.2016.1169579
- Publication date
- 03-2016
- Peer reviewed
- Yes
- Austrian Fields of Science 2012
- 502052 Business administration
- Keywords
- ASJC Scopus subject areas
- Communication, Marketing
- Portal url
- https://ucris.univie.ac.at/portal/en/publications/schema-strength-processing-opportunity-and-the-rewarding-nature-of-incongruity-resolution-in-advertising(d10dd47f-9b20-43a1-a461-c006ebe458fa).html