Ad-Magazine Congruency in the Context of the Associative Structure of the Mind: Effects For Affect, Memory and the Coherence of Print Advertisements

The goal of the research was to examine the effects of congruency between an advertisement and its context (magazine) on the coherence within the advertisement, and their consequences for the memory and affective reactions to the advertisement.



Citation:

Alicja Grochowska and Andrzej Falkowski (2015) ,"Ad-Magazine Congruency in the Context of the Associative Structure of the Mind: Effects For Affect, Memory and the Coherence of Print Advertisements ", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 322-322.

Authors

Alicja Grochowska, University of Social Sciences and Humanities, Poland
Andrzej Falkowski, University of Social Sciences and Humanities, Poland



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



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