Congruence and Incongruence in Advertising-Medium Combinations: More Than Just Two Sides of the Same Coin

We suggest that ad-medium incongruence can evoke a negative process, involving persuasion knowledge, which is different from the standard fluency explanation. Experiment 1 shows that under incidental exposure, consumers focus their attention on incongruence, but not congruence. Experiment 2 confirms that incongruence leads to suspicion about manipulative intent.


Claas Christian Germelmann, Jean-Luc Herrmann, Mathieu Kacha, Peter Darke, and Sebastian Macht (2016) ,"Congruence and Incongruence in Advertising-Medium Combinations: More Than Just Two Sides of the Same Coin", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 452-453.


Claas Christian Germelmann, University of Bayreuth, Germany
Jean-Luc Herrmann, Université de Lorraine, France
Mathieu Kacha, Université de Lorraine, France
Peter Darke, Schulich School of Business, York University, Canada
Sebastian Macht, University of Bayreuth, Germany


NA - Advances in Consumer Research Volume 44 | 2016

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