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• W2109035209 abstract "The effectiveness of advertising is a topic of interest to both marketingresearch and advertising practice. Many advertising theories specify thateffective ads, i.e., ads that result in favorable brand attitudes, shouldmatch consumer brand expectations. Implicit in these theories is theassumption that consumers use their brand schemas in ad processing.Alternatively, however, consumers may use their ad schemas in adprocessing. Especially in a cluttered media environment consumers haveformed expectations of advertising in particular product categories. Inthis thesis, we consider both the origins of consumer expectations ofadvertising and study the effects of ads that are incongruent with suchadvertising expectations. We find that ads that match consumer brandexpectations are only more effective than brand-mismatching ads ifthe brand schema is salient in ad processing. The requirement ofschema salience is more strict than the brand awareness requirementthat is part of the aforementioned advertising theories. If consumersuse their ad schemas in processing advertising, brand-matching doesnot affect consumer evaluations of brands and ads. Contrary toincongruity with the brand schema, incongruity with the ad schema isevaluated favorably. This is explained by the way in which consumersdetermine incongruity with the brand schema and incongruity withthe ad schema. Consumers only consider ad relevancy to the brand incase of incongruity with the brand schema. In line with this reasoning,we find that incongruity with the brand schema mainly has cognitiveconsequences, whereas incongruity with the ad schema predominantlyhas affective consequences." @default.
• W2109035209 created "2016-06-24" @default.
• W2109035209 creator A5068853961 @default.
• W2109035209 date "2002-09-26" @default.
• W2109035209 modified "2023-09-23" @default.
• W2109035209 title "Incongruity between Ads and Consumer Expectations of Advertising" @default.
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