Role of Incongruity and ‘Aha’ Effect in Positive Affect Experienced From Visual Metaphors

Visual metaphors used extensively in advertising make an analogical comparison between two terms. The homospatial existence of two distinct terms makes the visual metaphor incongruous. This incongruity in visual metaphors renders the message of the ad incomprehensible at first glance. This in turn provokes the viewer to resolve the conflict via metaphorical comprehension. The initial incomprehension followed by comprehension of the message is called the ‘aha experience’ that yields positive affect. Our study attempts to throw light on (a) the nature of relationship between incongruity of visual metaphors and affect (b) the mechanism by which incongruity in visual metaphors leads to positive affect.


Praggyan Mohanty (2008) ,"Role of Incongruity and ‘Aha’ Effect in Positive Affect Experienced From Visual Metaphors", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 1032-1032.


Praggyan Mohanty, University of Missouri, Columbia


NA - Advances in Consumer Research Volume 35 | 2008

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