Responses to Information Incongruency in Advertising: The Role of Expectancy, Relevancy, and Humor

Lee, Yih Hwai; Mason, Charlotte H.

doi:10.1086/209557

Cited by 231 publications

(228 citation statements)

References 26 publications

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“…General studies on advertising have also provided much empirical evidence that these components of award winning creative advertisements (novelty and meaningfulness) result in the formation of more favorable attitude about the advertisement and the respective brand. Lee and Mason (1999) found that novel and meaningful advertisements result in a significantly favorable attitude towards the advertisement and the respective brand. In addition, Lee and Mason (1999) also found that novel and meaningful advertisements evoked more favorable thoughts about the advertisements and the advertised brand.…”

Section: Creative Advertising and Persuasionmentioning

confidence: 97%

“…Anderson, 1983;Srull, 1981;Keller, 1993). Increased number of associative linkages enhances the recall ability of the stored information (Srull, 1981;Lee and Mason, 1999;Anderson, 1983;Keller, 1993;Ang et al, 2007). Studies have also advocated that beside novel, creative advertisements are also more meaningful (Ang and Low, 2000;Ang et al, 2007).…”

Section: Creative Advertising and Recallmentioning

confidence: 99%

“…Information which are meaningful facilitates the processing of information (Bransford andJohnson, 1972 cited in Ang et al, 2007). As such, novel and meaningful advertisements have been conceptualized and empirically validated as high in recall as compared to novel but non-meaningful advertisements (Ang et al, 2007;Lee and Mason, 1999;Heckler and Childers, 1992). Based on this review, it is proposed that creative advertisements being advocated as relatively more novel and meaningful will elicit greater recall particularly unaided recall than conventional advertisements (normal Ads).…”

Section: Creative Advertising and Recallmentioning

confidence: 99%

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An Empirical Investigation of the Association between Creative Advertising and Advertising Effectiveness in Pakistan

Ahmad¹,

Mahmood²

2011

IJMS

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The importance of creativity in advertising as one of the primary factor for advertising effectiveness has been much advocated by advertising professionals and academicians particularly in a cluttered media. Industry experts argue that advertisements have to be more creative to break through the greater media clutter and develop an impression for the brand. This study examines the potential effectiveness of award winning television advertisements in Pakistan in both single and three advertising exposures. To ensure a real life advertising situation, both creative and control advertisements were embedded in a television program which were shown to two separate groups of research subjects with single and three advertising exposures respectively. Based on recall of the experimental advertisements in single and three exposures, subjects' tapped their responses about brand and advertisement attitude and lastly purchase intent. Contrary to expectations, the finding of this study in single exposure does not verify the superior performance of creative advertising in terms of recall, brand and advertisement attitude and purchase intent. However, in three exposures, creative advertisements developed significantly more favorable brand and advertisement attitude and greater unaided brand recall than control advertisements. Creative advertisements developed greater mean purchase intent for the advertised brands than control group of advertisements; however, it just slipped from attaining significance. Being an optimum and more mature response of research participants in three exposures as compared to single exposure, the results of this study in three exposures conclude that creative advertisements are really more effective than conventional advertisements and bestow value to the advertised brands.

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Section: Creative Advertising and Persuasionmentioning

confidence: 97%

Section: Creative Advertising and Recallmentioning

confidence: 99%

Section: Creative Advertising and Recallmentioning

confidence: 99%

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An Empirical Investigation of the Association between Creative Advertising and Advertising Effectiveness in Pakistan

Ahmad¹,

Mahmood²

2011

IJMS

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“…The measure for attitude towards the advertisement (Att_ad) was adopted from the five -item scale developed by Lee and Mason (1999). Statements were on a 7-point Likert scale (1 = completely disagree; 7 = completely agree).…”

Section: Methodsmentioning

confidence: 99%

Consumer Responses to Explicit Sexual Stimuli in Advertising: Artistic vs Provocative Style

Tedeschi¹,

Luceri²,

Latusi³

et al. 2017

IBR

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This study extends prior research on sexual appeal advertising by developing a model of consumer responses to explicit sexual stimuli conveyed through different expressive styles (artistic versus provocative). A between-subjects experimental design (N=369) was conducted. The theoretical model includes ad-, brand-and behaviour-related variables. Structural equation modelling was used to estimate the hypothesized relationships.Findings reveal that the use of an artistic format stimulates a better response than the use of images in merely provocative poses. From a female consumer perspective, all paths were positive and significant when exposed to the artistic nudity stimuli, with the only exception of the positive emotions-purchase intention relationship. Results suggest a moderating role of the mode of representing sexual images on attitude-intention relationships. From a male consumer perspective, the response was similar, but any effect was present between attitude towards the advertisement and purchase intention. Support was found for a moderating influence of expressive styles on positive emotion-attitude towards the brand relationship.The paper sheds new lights on the way explicit sexual stimuli can be represented, offering a contribution to improving the communication effectiveness of products and brands that exploit sexual stimuli.

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“…This aspect of creativity is defined as the extent to which an idea deviates in a meaningful way from ordinary praxis. In terms of advertising creativity, meaningfulness can be understood as the link between an idea and the relevance of this idea to its audience (Lee and Mason 1999). In addition, Goldenberg, Mazursky, and Solomon (1999) emphasized that random advertising creativity without any relevance may be harmful at worst and inefficient at best.…”

Section: Conceptual Framework and Hypothesesmentioning

confidence: 99%

Faking or Convincing: Why Do Some Advertising Campaigns Win Creativity Awards?

Proppe¹

2012

Bus Res

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Responses to Information Incongruency in Advertising: The Role of Expectancy, Relevancy, and Humor

Cited by 231 publications

References 26 publications

An Empirical Investigation of the Association between Creative Advertising and Advertising Effectiveness in Pakistan

An Empirical Investigation of the Association between Creative Advertising and Advertising Effectiveness in Pakistan

Consumer Responses to Explicit Sexual Stimuli in Advertising: Artistic vs Provocative Style

Faking or Convincing: Why Do Some Advertising Campaigns Win Creativity Awards?

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