Context As a Source of Clarity: the Effects of Ad Context and Gender on Consumers' Processing of Product Incongruity

Theodore J. Noseworthy, University of Western Ontario, Canada
Seung Hwan (Mark) Lee, University of Western Ontario, Canada
June Cotte, University of Western Ontario, Canada
In two studies, the authors provide evidence that ad context can be used to alter the elaboration threshold for both males and females. The findings suggest that in a competing ad context (a series of ads for similar goods), females were better able to resolve an extremely incongruent product (an extremely odd-looking camera), and males, counter to their natural predisposition for item-specific elaboration, processed information in a relational manner. In both instances, their extremity of evaluation was enhanced. However, in the unrelated ad context (a series of ads for disparate goods), all gender differences in elaboration were extinguished.
[ to cite ]:
Theodore J. Noseworthy, Seung Hwan (Mark) Lee, and June Cotte (2010) ,"Context As a Source of Clarity: the Effects of Ad Context and Gender on Consumers' Processing of Product Incongruity", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 400-405 .