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- W2096004730 endingPage "90" @default.
- W2096004730 startingPage "59" @default.
- W2096004730 abstract "In order to assess the effectiveness of an advertisement employing incongruity, it would be most helpful to determine when and how incongruity is likely to be processed by consumers and the nature of the response it is likely to evoke. By combining the tenets of two classic processing theories, Petty and Cacioppo’s Elaboration Likelihood Model (1981, 1986) and Mandler’s Schema Incongruity Theory (1982), this article develops an integrative framework for better understanding viewer responses to incongruity." @default.
- W2096004730 created "2016-06-24" @default.
- W2096004730 creator A5034921989 @default.
- W2096004730 creator A5074101373 @default.
- W2096004730 date "2004-06-01" @default.
- W2096004730 modified "2023-10-05" @default.
- W2096004730 title "Explaining the Special Case of Incongruity in Advertising: Combining Classic Theoretical Approaches" @default.
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- W2096004730 doi "https://doi.org/10.1177/1470593104044087" @default.
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