Congruence and Incongruence in Thematic Advertisement-Medium Combinations: Role of Awareness, Fluenc...
Congruence and Incongruence in Thematic Advertisement-Medium Combinations: Role of Awareness, Fluency, and Persuasion Knowledge
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Publisher
Abingdon: Routledge
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Language
English
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Abingdon: Routledge
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Contents
We suggest that thematic ad-medium congruency versus incongruency evokes distinct effects on consumer evaluations through different underlying mechanisms. Specifically, we propose congruency largely has positive effects on consumer evaluations due to a relatively automatic fluency process, whereas incongruency evokes a more conscious and negative p...
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Full title
Congruence and Incongruence in Thematic Advertisement-Medium Combinations: Role of Awareness, Fluency, and Persuasion Knowledge
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TN_cdi_hal_primary_oai_HAL_hal_03031674v1
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_hal_primary_oai_HAL_hal_03031674v1
Other Identifiers
ISSN
0091-3367
E-ISSN
1557-7805
DOI
10.1080/00913367.2020.1745110
