Congruence and Incongruence in Thematic Advertisement–Medium Combinations: Role of Awareness, Fluency, and Persuasion Knowledge

Germelmann, Claas Christian; Herrmann, Jean-Luc; Kacha, Mathieu; Darke, Peter R.

doi:10.1080/00913367.2020.1745110

Cited by 44 publications

(46 citation statements)

References 49 publications

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“…Appiah's study implies that video format was most effective in influencing buying behavior. Germelmann et al (2020) in their study reported that advertising medium is essential in determining advertising effectiveness. Their result suggests that computer-mediated adverts may play a role in consumer behavior.…”

Section: Computer-mediated Adverts Formatmentioning

confidence: 96%

Computer-Mediated Advertising as a Correlate of Buying Behavior Among Youths From South-East Nigeria

Asogwa

2020

Sage Open

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This study examined the correlation between exposure to computer-mediated adverts and the buying behavior of youths from Enugu State. The correlational survey was used for the study, while a sample of 385 was selected through a multistage sampling technique. In the analysis of the result, simple percentages were used to achieve the research objectives, while the Pearson correlation coefficient ( r) was used to test the hypotheses raised. The result showed a strong positive correlation between the engagement in computer-mediated communication (CMC) and exposure to computer-mediated adverts ( r = .815, n = 362, p < 005). The findings also showed a strong negative correlation between the format of computer-mediated advertising (CMA) and the duration of viewing ( r = −.241, n = 362). Finally, the researcher found a strong positive correlation between exposure to CMA and buying decision ( r = −.666, n = 362, p < 005). The researcher concludes that the level of engagement in CMA correlates exposure and eventual purchase likelihood. The researcher recommends, among others, that efforts aimed at reaching youths through CMC should also incorporate their level of engagement.

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Section: Computer-mediated Adverts Formatmentioning

confidence: 96%

Computer-Mediated Advertising as a Correlate of Buying Behavior Among Youths From South-East Nigeria

Asogwa

2020

Sage Open

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“…Especially relevant to the current concerns, skeptical consumers are also more likely to identify advertising claims as false or misleading (Obermiller et al, 2005). Numerous other studies have also shown that ad skepticism can moderate the otherwise persuasive impact of a broad range of tactics, including: covert product placements (Chan, 2020), sustainability claims (Cho & Taylor, 2020), native advertising (Chung and Kim, 2020), social cause advertising (Yang & Mundel, 2021), manipulative attention getting tactics (Germelmann et al, 2020), and brand extension appeals (Hernandez et al, 2019). Finally, a number of related motivational variables have also been shown to increase the use of PK and buffer against persuasion attempts, including: accuracy motivation (Johar & Simmons, 2000), loss prevention goals (Kirmani & Zhu, 2007), and feelings of vulnerability (Chang, 2017).…”

Section: Persuasion Knowledge Modelmentioning

confidence: 98%

“…For instance, Harris (1977) trained consumers to differentiate between stated and implied claims, which led to greater disbelief of the implied advertising claims they later viewed. Germelmann et al (2020) examined the use of an incongruence tactic that placed product ads in media vehicles that did not match the product category (e.g., placing a computer printer ad in an automotive magazine, rather than a computing magazine, in order to attract more attention), and found that although consumers spontaneously expressed skepticism towards this tactic, these reactions intensified when additional training concerning the manipulative intent of the tactic was provided. Tessitore and Geuens (2019) Sagarin et al (2002) trained consumers to better distinguish between advertising endorsers who were actors rather than bona fide experts using a brief procedure in which participants examined ads with either legitimate or illegitimate spokespeople and determined whether each: (1) was an actual authority rather than an actor or impostor, and (2) possessed expertise that included the endorsed product category.…”

Section: Training Vigilance Towards Specific Persuasion Tacticsmentioning

confidence: 99%

“…This may, in part, reflect the fact that participants received only a single exposure to the training materials in both cases. Both the more general advertising research literature (Pechmann & Stewart, 1992), and research concerned with teaching consumers to better detect misleading claims (Germelmann et al, 2020), suggest that multiple exposures to a message are typically needed to clearly establish the intended communication effects, especially when learning new concepts.…”

Section: Limitationsmentioning

confidence: 99%

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Winning the Battle but Losing the War: Ironic Effects of Training Consumers to Detect Deceptive Advertising Tactics

2021

Self Cite

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Misleading information pervades marketing communications, and is a long-standing issue in business ethics. Regulators place a heavy burden on consumers to detect misleading information, and a number of studies have shown training can improve their ability to do so. However, the possible side effects have largely gone unexamined. We provide evidence for one such side-effect, whereby training consumers to detect a specific tactic (illegitimate endorsers), leaves them more vulnerable to a second tactic included in the same ad (a restrictive qualifying footnote), relative to untrained controls. We update standard notions of persuasion knowledge using a goal systems approach that allows for multiple vigilance goals to explain such side-effects in terms of goal shielding, which is a generally adaptive process by which activation and/or fulfillment of a low-level goal inhibits alternative detection goals. Furthermore, the same goal systems logic is used to develop a more general form of training that activates a higher-level goal (general skepticism). This more general training improved detection of a broader set of tactics without the negative goal shielding side effect.

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“…As for engagement with message appeal, the literature suggests two contradictory approaches to explain consumer response to the thematic congruence or incongruence between the ad content and its context (Germelmann et al, 2020;Dahl en et al, 2008;Bright and Daugherty, 2012;Segev et al, 2014;Wang, 2006;Myers et al, 2014;Zanjani et al, 2011;Yeun Chun et al, 2014;Kim et al, 2018). Some studies suggest that thematic congruency can provide a more positive effect on consumer response due to a relatively automatic fluency process (Germelmann et al, 2020;Guitart and Hervet, 2017;Moorman et al, 2002). This congruence approach suggests that the content of an ad will receive positive consumer response when it is perceived as similar to the medium's context Mandler, 1982).…”

Section: Message Appeal and Engagementmentioning

confidence: 99%

It makes a difference! Impact of social and personal message appeals on engagement with sponsored posts

Zimand-Sheiner

Kol

Levy

2021

JRIM

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PurposeGrounded in uses and gratifications (U&G) theory and relying on the congruence/incongruence approaches, the current research aims to contribute to the study of interactive marketing by measuring the effectiveness of social and personal sponsored post message appeals on consumer psychological and behavioral engagement. A conceptual framework is suggested.Design/methodology/approachData were collected during a field experiment conducted on Facebook, consisting of two sponsored Facebook post campaigns, followed by a survey distributed to consumers who were exposed to the experiment.FindingsA structural path model suggests that the congruence of the social message appeal of sponsored Facebook posts leads directly to psychological engagement that follows affective response. This path elevates an indirect effect toward behavioral engagement. Additionally, it was found that the incongruence of the personal message appeal of sponsored Facebook posts leads directly to behavioral engagement.Originality/valueThe novelty of the current research focuses on the unexplored subject of sponsored Facebook post message appeal effectiveness. Based on U&G theory applied to social media and the (in)congruence approaches, the study suggests a new dichotomy of message appeal for digital advertising, i.e. social vs. personal message strategies. Consumer engagement with the two appeals adds value to theory and practice by conceptualizing the effect of sponsored post content strategies on consumer engagement in Facebook while incorporating ad content with a hierarchical process.

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Congruence and Incongruence in Thematic Advertisement–Medium Combinations: Role of Awareness, Fluency, and Persuasion Knowledge

Cited by 44 publications

References 49 publications

Computer-Mediated Advertising as a Correlate of Buying Behavior Among Youths From South-East Nigeria

Computer-Mediated Advertising as a Correlate of Buying Behavior Among Youths From South-East Nigeria

Winning the Battle but Losing the War: Ironic Effects of Training Consumers to Detect Deceptive Advertising Tactics

It makes a difference! Impact of social and personal message appeals on engagement with sponsored posts

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