Abstract
Advertisers use incongruent advertising content in order to avoid being ignored due to an overflow of advertising information (Herbig and Kramer 1994) and to bypass processing schemata used by consumers (Brown 2004). The existing literature provides several conceptualizations of incongruity. In our study, we use the degree of how unexpected a stimulus is as main criterion for incongruity (Meyers-Levy and Tybout 1989) and argue that consumers’ perceptions of (in)congruity depend on individual characteristics, experiences, and consumer-specific schemata (Fleck and Maille 2010).
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© 2016 Academy of Marketing Science
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Bambauer-Sachse, S., Heinzle, P. (2016). The Role of Anger in the Context of Consumer Reactions to Advertising Incongruity. In: Petruzzellis, L., Winer, R. (eds) Rediscovering the Essentiality of Marketing. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-29877-1_1
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DOI: https://doi.org/10.1007/978-3-319-29877-1_1
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Publisher Name: Springer, Cham
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Online ISBN: 978-3-319-29877-1
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