Does Thematic Advertising Congruence/Incongruence Matter? Insights From a Qualitative and an Experimental Study

Claas Christian Germelmann, University of Bayreuth, Germany
Jean-Luc Herrmann, University of Lorraine, CEREFIGE, France
Matthieu Kacha, University of Lorraine, CEREFIGE, France
Peter Darke, Schulich School of Business,York University, Canada
Johanna Bauer, University of Bayreuth, Germany
Magdalena J. Nowak, University of Bayreuth, Germany
We investigate the level of thematic congruence between advertised products and media under forced versus incidental/ in vivo exposure. Forced exposure was significantly more likely to result in conscious attention towards congruence than incidental/ in vivo exposure. Participants were also more likely to consciously focus incongruence than congruence under incidental/ in vivo exposure. Implications are discussed.
[ to cite ]:
Claas Christian Germelmann, Jean-Luc Herrmann, Matthieu Kacha, Peter Darke, Johanna Bauer, and Magdalena J. Nowak (2015) ,"Does Thematic Advertising Congruence/Incongruence Matter? Insights From a Qualitative and an Experimental Study", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 786-786.