Do extraverts prefer extraverted ads? Consumer responses to visual and selfcongruity in advertsing

Anna Fenko, Anoek Hogenkamp, Mirjam Galetzka

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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 languageEnglish
Title of host publicationAdvances in advertising research, vol. VII
Place of PublicationLondon
Publication statusPublished - 3 Jul 2015
Event14th International Conference on Research in Advertising, ICORIA 2015: Bridging the Gap - Birbeck University of London, London, United Kingdom
Duration: 2 Jul 20154 Jul 2015
Conference number: 14


Conference14th International Conference on Research in Advertising, ICORIA 2015
Abbreviated titleICORIA
Country/TerritoryUnited Kingdom


  • METIS-311260
  • IR-96861

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