Could Placing ADS Wrong be Right?: Advertising Effects of Thematic Incongruence

Dahlén, Micael; Rosengren, Sara; Törn, Fredrik; Öhman, Niclas

doi:10.2753/joa0091-3367370305

Cited by 113 publications

(61 citation statements)

References 31 publications

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“…For example, Furnham, Gunter, and Walsh (1998) found better memory for humorous advertisements when embedded in a news bulletin (incongruent condition) than in a humorous programme (congruent condition). This positive effect of incongruence was also found in studies on magazines (Dahlé n, et al, 2008;Strick, van Baaren, Holland, & van Knippenberg, 2009). However, other studies on magazines have found the opposite pattern: better memory when programme and ad share a theme (Moorman, Neijens, & Smit, 2002).…”

supporting

confidence: 52%

“…First, we wanted to study the influence of the thematic congruence between programme and advertisement. Studies with other media, such as TV (Furnham, Gunter & Richardson, 2002) or press (Dahlé n, Rosengren, Tö rn & Ö hman, 2008), has addressed this influence, but to the authors' knowledge there is no published research which focuses on radio. Second, we were interested in the effect of the typicality of the contents of the radio advertisements.…”

mentioning

confidence: 95%

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The influence of thematic congruency, typicality and divided attention on memory for radio advertisements

Martín-Luengo

Luna

Migueles

2013

Memory

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We examined the effects of the thematic congruence between ads and the programme in which they are embedded. We also studied the typicality of the to-be-remembered information (high- and low-typicality elements), and the effect of divided attention in the memory for radio ad contents. Participants listened to four radio programmes with thematically congruent and incongruent ads embedded, and completed a true/false recognition test indicating the level of confidence in their answer. Half of the sample performed an additional task (divided attention group) while listening to the radio excerpts. In general, recognition memory was better for incongruent ads and low-typicality statements. Confidence in hits was higher in the undivided attention group, although there were no differences in performance. Our results suggest that the widespread idea of embedding ads into thematic-congruent programmes negatively affects memory for ads. In addition, low-typicality features that are usually highlighted by advertisers were better remembered than typical contents. Finally, metamemory evaluations were influenced by the inference that memory should be worse if we do several things at the same time.

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supporting

confidence: 52%

mentioning

confidence: 95%

The influence of thematic congruency, typicality and divided attention on memory for radio advertisements

Martín-Luengo

Luna

Migueles

2013

Memory

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“…Consumers like the 'entertainment aspect' of the advertisement the most and this further supports the claims of both Ang and Lim (2006) as well as Flaherty et al (2004) that humour and metaphor influence the brand relationship with the customer. The claim of Dahlén et al (2008) that creative advertisements are more effective is also proven here as the consumers have been seen to respond positively to entertainment as well as the social aspect of the message.…”

Section: Discussionmentioning

confidence: 78%

Consumers’ Message Orientation in Television Advertising and Branding: a Study on Indian Consumers

Mohanty

Sahney

2015

Psychol Stud

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The paper defines television advertising message from the consumers' point of view within the discourse of cross-cultural marketing communication. It highlights the 'consumer preferred' cultural elements in a scenario, where attitude towards advertisement, attitude towards brand and purchase intentions are absolutely relevant. As the paper explores the major 'message' elements employed in television advertisement, Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) have been conducted to identify a smaller number of factors. It has been found that for Indian consumers, advertising messages that affect brand relationship in television advertisement are Entertainment, Social Values, Individual Values, Product Information and Logic. These factors have been found to be well identified in the message and can be studied individually. There is no study that draws the attention of Indian consumers towards message from cross-cultural context. This is one of the original studies that respects the practitioners and academics views, but explores the Indian consumers' view to justify the need and importance of future research in this country.

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“…These expectations are guided by advertising creativity research, which shows that consumers tend to evaluate creative advertising more positively than less creative advertising (Dahlen, Rosengren, Törn, & Öhman, 2008;Pieters et al, 2010) and that this tendency in turn mediates advertising's effects on products and brands (Modig & Rosengren, 2014). If consumers' processing of store windows is akin to their processing of advertising, the same process should be expected for store windows.…”

Section: H1mentioning

confidence: 94%