Abstract
Recent studies emphasize positive effects of congruity in advertising on consumer responses, but the effects of different types of congruity remain unclear. This study investigated the effects of visual and ad/self-congruity on consumers’ attitudes toward the ad, perceived product quality and purchase intentions. In a 2x2 between-subjects experiment (N=173), introverted and extroverted participants were exposed to advertisements with introverted/extraverted visual design for extraverted/introverted products. The results demonstrated the positive effect of visual congruity on attitude towards the ad. However, the effect of ad/self-congruity was non-significant. Both introverted and extraverted consumers preferred the congruent combination of the introverted product and advertisement
| Original language | English |
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| Title of host publication | Advances in advertising research, vol. VII |
| Place of Publication | London |
| Pages | - |
| Publication status | Published - 3 Jul 2015 |
| Event | 14th International Conference on Research in Advertising, ICORIA 2015: Bridging the Gap - Birbeck University of London, London, United Kingdom Duration: 2 Jul 2015 → 4 Jul 2015 Conference number: 14 |
Conference
| Conference | 14th International Conference on Research in Advertising, ICORIA 2015 |
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| Abbreviated title | ICORIA |
| Country/Territory | United Kingdom |
| City | London |
| Period | 2/07/15 → 4/07/15 |
Keywords
- METIS-311260
- IR-96861