Conceptual Coherence of Print Advertisements: Effects of Brand Knowledge, Cognitive Resources and Emotion

The research examines conceptual coherence of print advertisements considering brand knowledge, cognitive resources and emotions. The theoretical background are theories of conceptual coherence. Results show the significance of knowledge of the brand (referring to private theories) and cognitive resources (integrative processes) in perceived coherence of advertisements. Relationships between ads’ coherence and emotions are explained.



Citation:

Magdalena Gasiorowska and Alicja Grochowska (2012) ,"Conceptual Coherence of Print Advertisements: Effects of Brand Knowledge, Cognitive Resources and Emotion ", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 245-254.

Authors

Magdalena Gasiorowska, Warsaw School of Social Sciences and Humanities, Poland
Alicja Grochowska, Warsaw School of Social Sciences and Humanities, Poland



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012



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