Schema Strength, Processing Opportunity, and the Rewarding Nature of Incongruity Resolution in Advertising

Autor(en)

Georgios Halkias, Flora Kokkinaki

Abstrakt

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(en)

Institut für Rechnungswesen, Innovation und Strategie

Externe Organisation(en)

Athens University of Economics and Business

Journal

International Journal of Advertising

Band

36

Seiten

415-438

Anzahl der Seiten

24

ISSN

0265-0487

DOI

https://doi.org/10.1080/02650487.2016.1169579

Publikationsdatum

03-2016

Peer-reviewed

Ja

ÖFOS 2012

502052 Betriebswirtschaftslehre

Schlagwörter

ASJC Scopus Sachgebiete

Communication, Marketing

Link zum Portal

https://ucrisportal.univie.ac.at/de/publications/schema-strength-processing-opportunity-and-the-rewarding-nature-of-incongruity-resolution-in-advertising(d10dd47f-9b20-43a1-a461-c006ebe458fa).html