Context As a Source of Clarity: the Effects of Ad Context and Gender on Consumers' Processing of Product Incongruity

In two studies, the authors provide evidence that ad context can be used to alter the elaboration threshold for both males and females. The findings suggest that in a competing ad context (a series of ads for similar goods), females were better able to resolve an extremely incongruent product (an extremely odd-looking camera), and males, counter to their natural predisposition for item-specific elaboration, processed information in a relational manner. In both instances, their extremity of evaluation was enhanced. However, in the unrelated ad context (a series of ads for disparate goods), all gender differences in elaboration were extinguished.



Citation:

Theodore J. Noseworthy, Seung Hwan (Mark) Lee, and June Cotte (2010) ,"Context As a Source of Clarity: the Effects of Ad Context and Gender on Consumers' Processing of Product Incongruity", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 400-405 .

Authors

Theodore J. Noseworthy, University of Western Ontario, Canada
Seung Hwan (Mark) Lee, University of Western Ontario, Canada
June Cotte, University of Western Ontario, Canada



Volume

NA - Advances in Consumer Research Volume 37 | 2010



Share Proceeding

Featured papers

See More

Featured

Sustainable Luxury: a Paradox or a Desirable Consumption?

Jennifer Jung Ah Sun, Columbia University, USA
Silvia Bellezza, Columbia University, USA
Neeru Paharia, Georgetown University, USA

Read More

Featured

From Country-of-origin to Country-of-Consumption: The Institutional Journey of Consumer Trust in Food

Caixia Gan, University of Auckland, New Zealand
Denise M Conroy, University of Auckland, New Zealand
Michael SW Lee, University of Auckland, New Zealand

Read More

Featured

P4. Consistent Price Endings Increase Consumers Perceptions of Cheapness

Shih-Chieh Chuang, National Chung Cheng University
Yin-Hui Cheng, National Taichung University of Education

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.