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.



Citation:

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.

Authors

Praggyan Mohanty, University of Missouri, Columbia



Volume

NA - Advances in Consumer Research Volume 35 | 2008



Share Proceeding

Featured papers

See More

Featured

I12. The Effect of Susceptibility-Induced Threat in the Preventative Communication

Moon-Yong Kim, Hankuk University of Foreign Studies

Read More

Featured

The Inimical Lure of Intense Means

Jordan Etkin, Duke University, USA
Szu-chi Huang, Stanford University, USA

Read More

Featured

When do people learn more from others’ prosocial behavior? A meta-analysis of prosocial modeling effect

Haesung Annie Jung, University of Texas at Austin, USA
Eunjoo Han, Auckland University of Technology, New Zealand
Eunjin Seo, Texas State University
Marlone Henderson, University of Texas at Austin, USA
Erika Patall, University of Southern California, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.