Effects of Interest, Thematic Congruence, and Typicality on Memory for Television, Radio, and Press Advertisements of New Products

Martín-Luengo, Beatriz; Luna, Karlos; Migueles, Malen

doi:10.1002/acp.3139

Cited by 11 publications

(8 citation statements)

References 51 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Previous research by Moore et al (2005) has shown that congruity has a positive effect on consumer attitudes. Positive effect of congruity is also supported by recent research across different domains (Furnham and Goh, 2014; Martín-Luengo et al , 2015; Janssens et al , 2012). Similar results were found by Kamins et al (1991) and Bendall-Lyon and Powers (2004) who state that the effect of mood congruence between ads and TV programs result in more favorable evaluations.…”

Section: Conceptual Framework and Hypothesis Developmentsupporting

confidence: 65%

Congruity and processing fluency

Jiang

Guan

Haaij

2019

APJML

View full text Add to dashboard Cite

Purpose The purpose of this paper is to investigate the benefits of Ad-Video and Product-Video congruity for embedded online video advertising. A conceptual model is constructed to test how congruity between online advertisements, advertised products and online videos impact consumer post-viewing attitudes via processing fluency. Design/methodology/approach An online experiment with eight versions of mock video sections (with embedded online video advertisements) was conducted. The study is a 2 (type of appeal: informational vs emotional) × 2 (Ad-Video congruity: congruent vs incongruent) × 2 (Product-Video congruity: congruent vs incongruent) full-factorial between-subject design. A total of 252 valid responses were collected for data analysis. Findings Results show that congruity is related to the improvement of processing fluency only for informational ads/videos. The positive effect of Ad-Video congruity on processing fluency is only significant for informational appeals but not emotional appeal. Similarly, the positive effects of Product-Video congruity on processing fluency are only significant for informational appeals but not emotional appeal. Involvement has been found to be positively related to processing fluency too. Processing fluency has a positive impact on the attitudes toward the ads, advertised products and videos. Research limitations/implications The finding that congruity is related to the improvement of processing fluency only for informational ads/videos extends the existing literature by identifying the type of appeal as a boundary condition. Practical implications Both brand managers and online video platform owners should monitor and operationalize the content and appeal congruity, especially for informational ads on a large scale to improve consumers’ responses. Originality/value To the best of the authors’ knowledge, this is the first paper to examine the effects of Ad-Video and Product-Video congruity of embedded advertisements on video sharing platforms. The findings of this study add to the literature on congruity and processing fluency.

show abstract

Section: Conceptual Framework and Hypothesis Developmentsupporting

confidence: 65%

Congruity and processing fluency

Jiang

Guan

Haaij

2019

APJML

View full text Add to dashboard Cite

show abstract

“…Ads embedded in a highly appreciated TV context resulted in a more positive attitude toward the ad; ad content was also positively impacted by positively regarded media content. Advertisers generally tend to choose media content that is related thematically to their product (MartinLuengo, Luna, and Migueles, 2015). However, research does not unequivocally confirm that choosing thematically congruent content allows for more effective advertising.…”

Section: Advertising Context and Ad Programming Congruencementioning

confidence: 93%

“…On the contrary, Furnham, Gunter, and Richardson (2002) find better recall for ads embedded in an incongruent context. There is no explicit answer as to whether thema tic congruence affects ad recall as most of the studies are either inconclusive or identify no differences (MartinLuengo, Luna, and Migueles, 2015).…”

Section: Advertising Context and Ad Programming Congruencementioning

confidence: 99%

“…The intersection of these two dimensions creates the following four scenarios: a) incongruence x controversial, b) incongruence x noncontroversial, c) congruence x controversial, and d) congruence x noncontro versial. Taking into account the applied aspect of the study, we decided to include in the study only the conditions most interesting from an advertisers' viewpoint: incon gruence and controversiality (a) are the rarest because of advertisers' concerns but may have untapped potential due to the large number of popular and controversial programs on lifestyle channels, while congruent and noncontroversial (d) are the most sought after by the advertisers (MartinLuengo, Luna, and Migueles, 2015). Incon gruent and noncontroversial (b) materials form a typical combination, so they are not interesting from the viewpoint of advertisers and the novelty of research results.…”

Section: Cemj 13mentioning

confidence: 99%

See 1 more Smart Citation

Should Advertisers Avoid Controversial TV Content? Female Viewer Loyalty and Purchase Intent in the Context of Targeted Sponsorship Vignettes

Banerski¹,

Biele²,

Awdziej³

et al. 2021

CEMJ

View full text Add to dashboard Cite

Purpose: This study aims to investigate whether controversial TV content impacts the effects of non – standard advertising such as sponsorship vignette among female viewers. Methodology: The present study used two field experiments (n = 222; n = 219) conducted as a Computer-Assisted Web Interview (CAWI) questionnaire, during which video material was presented. The study manipulated controversial and non-controversial and the variable of congruence and incongruence – through the argument of video material in the form of TV programs and advertising spots. Results: The empirical investigation revealed that controversial and incongruent content does not necessarily alter the effect of a sponsorship vignette. Loyal viewers who consistently follow programs were found to have higher purchase intent than less loyal ones. Implications: The results suggest that advertisers should consider placing their messages in the context of controversial TV programming, which does not have to be congruent with the ads displayed. Limitations: The stimuli applied in the studies were arbitrary, to a certain extent. The study did not investigate program’s about sex that fit the definition of controversiality. Originality/value: The study contributes to the existing literature on ad–content congruence by investigating consumer responses to innovative ad format: the sponsorship vignette. We investigated how specific content watched in longer periods of time (i.e. a series) may impact the advertising effectiveness of embedded sponsorship vignettes. This approach allowed us to demonstrate the importance of viewers’ loyalty towards a TV program, resulting in a change of the level of purchase intent of advertised product.

show abstract

“…Likewise, consumers view incoming information about a given product in light of existing knowledge and associations, such as characteristics of the product category, retailer, or brand image (Banerjee & Drollinger, 2017; Lee & Choi, 2019). A high typicality element is a basic feature that defines a product and used to improve the memory of advertising (Martín‐Luengo et al, 2015). It can lead to a positive attitude toward advertising, sponsorship, and purchase intention (McDaniel, 1999).…”

Section: Introductionmentioning

confidence: 99%

How to survive in advertisement flooding: The effects of schema–product congruity and attribute relevance on advertisement attitude

Lee

Kim

2021

J of Consumer Behaviour

View full text Add to dashboard Cite

An increasing number of advertisements imply that market competition is becoming fiercer. This study identifies different types of advertising elements to suggest advertising design strategies that can attract consumers' attention. In this paper, we investigate the effects of schema congruity and attribute relevance on attitude toward advertising. We refer to schema congruity that is created by product color design as “color congruity” and verify the influence of color congruity. To identify the underlying psychological mechanism by which these effects occur, we investigate the mediating effect of perceived novelty and typicality on advertisement attitude. Study 1 identifies the effect of color congruity and product attribute relevance on advertising attitude. When presenting secondary attributes, low color congruity leads to a more favorable advertising attitude than that of high color congruity, whereas when presenting primary attributes, high color congruity is more effective. In Study 2, for secondary attributes, perceived novelty explains the positive impact of low color congruity on advertising attitude. However, for primary attributes, the effect of high congruity on advertising attitude is mediated by perceived typicality. These findings may be useful in proving guidelines for advertising companies and marketers that want to create fresh content by suggesting how to combine advertising elements that will attract consumers' attention.

show abstract

Effects of Interest, Thematic Congruence, and Typicality on Memory for Television, Radio, and Press Advertisements of New Products

Cited by 11 publications

References 51 publications

Congruity and processing fluency

Congruity and processing fluency

Should Advertisers Avoid Controversial TV Content? Female Viewer Loyalty and Purchase Intent in the Context of Targeted Sponsorship Vignettes

How to survive in advertisement flooding: The effects of schema–product congruity and attribute relevance on advertisement attitude

Contact Info

Product

Resources

About