The Interplay Between Advertising Claims and Product Categories in Food Advertising: A Schema Congruity Perspective

Cheong, Yunjae; Kim, Kihan

doi:10.1080/00909882.2010.536845

Cited by 29 publications

(25 citation statements)

References 32 publications

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“…Additionally, in the discussion participants seemed to reason through their decision not to buy Gulf seafood. It is likely that their pre-existing schema, perhaps related to concerns with the safety of seafood, aided them in processing information about Gulf seafood and making a decision not to purchase (Cheong & Kim, 2011). This is reflective of the process described by Sojan and Bettman (1989), which explained the process of comparing previous expectations with the product presented to form an opinion.…”

Section: Will Buymentioning

confidence: 95%

“…Schema theory has been used in the communications field to show how previous ideas about information help individuals process new information (Cheong & Kim, 2011). When presented with a communications message, or a particular product such as Gulf seafood, an individual will be given more information than he or she can process (Tesser, Martin, & Mendolia, 1995).…”

Section: Schema and Cognitive Dissonancementioning

confidence: 99%

“…The individual's schema will "direct attention to what is relevant, helping the consumer process information efficiently" (Cheong & Kim, 2011, p. 56). For example, when presented with a food product, the schema an individual has for that food product is activated (Cheong & Kim, 2011). The individual's schema has been used as a reference point to bring to light the individuals' previous expectations of the food and the typical attributes found in the food (Cheong & Kim, 2011).…”

Section: Schema and Cognitive Dissonancementioning

confidence: 99%

“…For example, when presented with a food product, the schema an individual has for that food product is activated (Cheong & Kim, 2011). The individual's schema has been used as a reference point to bring to light the individuals' previous expectations of the food and the typical attributes found in the food (Cheong & Kim, 2011). Cognitively, the consumer will compare his or her previous expectations and perceived attributes with the food-product presented to form an attitude (Sujan & Bettman, 1989).…”

Section: Schema and Cognitive Dissonancementioning

confidence: 99%

See 3 more Smart Citations

The Role of Dissonance and Schema: An Exploration of Florida Public Perception after the DWH Oil Spill

Gorham¹,

Rumble²,

Pounds³

et al. 2016

Journal of Applied Communications

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Section: Will Buymentioning

confidence: 95%

Section: Schema and Cognitive Dissonancementioning

confidence: 99%

Section: Schema and Cognitive Dissonancementioning

confidence: 99%

Section: Schema and Cognitive Dissonancementioning

confidence: 99%

See 2 more Smart Citations

The Role of Dissonance and Schema: An Exploration of Florida Public Perception after the DWH Oil Spill

Gorham¹,

Rumble²,

Pounds³

et al. 2016

Journal of Applied Communications

View full text Add to dashboard Cite

“…In addition, consumer perceptions of tastiness and healthiness can differ depending on the food product category [60]. Food products can be divided into a tastiness-associated food category and a healthiness-associated food category [61], yet some products can be perceived as having both tasty and healthy dimensions.…”

Section: Consumers' Unhealthy = Tasty Intuition and The Purchase Intementioning

confidence: 99%

Factors Influencing Purchase Intention for Low-Sodium and Low-Sugar Products

Park

Lee

Park

et al. 2020

Foods

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As sodium and sugar intake in South Korea exceed recommended levels, the government and food industry have been attempting to reduce the amount of sodium and sugar in the food products. In line with these efforts, this study sought to examine how the purchase intention for low-sodium/low-sugar products vary based on consumers’ previous choices of low-sodium/low-sugar products and other consumer-related factors. For this study, two online survey-based experiments were conducted: one using soy sauce to represent a sodium-based product and the other using yogurt to represent a sugar-based product. The significant variables that influenced the purchase intention for both were the consumers’ previous low-sodium/low-sugar product choices and their propensity for food neophobia. Consumers who had previously selected regular products showed a lower intention to purchase low-sodium soy sauce or low-sugar yogurt. In addition, those who had a strong tendency toward food neophobia also had a significantly lower purchase intention for these products. Moreover, the lower the consumer′s unhealthy = tasty intuition (UTI), the higher the purchase intention for the low-sodium soy sauce, but UTI did not act as a significant variable for the low-sugar yogurt. These results demonstrate that government interventions for low-sodium products and low-sugar products should be differentiated.

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Mental Representations

Krcmar

Haberkorn

2020

The International Encyclopedia of Media Psychology

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The complex concept of mental representations involves a rich history with many disciplines contributing to the dialogue. In fact, it was one of the first theoretical constructs in the field of cognitive science. Mental representations are, in short, objects and structures in the mind with semantic properties. More precisely, mental representations are information‐containing, physically‐realized structures in the mind that allow us to perceive, make sense of, process, understand, and recall all stimuli. In the area of media processing and media effects, mental representations have been researched through schema theory, scripts, stories, and the theory of mental models. Each of these theories argue that, most generally, media exposure influences our mental representations while, at the same time, existing mental representations influence how we process and make sense of media content. This entry reviews both the literature on mental representations themselves, as well as reviewing research that considers the interplay of mental representations and media exposure. Overall, findings suggest that schema are likely to work in somewhat of a feedback loop with existing schema affecting how we perceive, make sense of, and interpret information, but then that information, in some circumstances and with media content structured in a particular way, may influence schema. Research on media narratives, video games, and advertising is considered.

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The Interplay Between Advertising Claims and Product Categories in Food Advertising: A Schema Congruity Perspective

Cited by 29 publications

References 32 publications

The Role of Dissonance and Schema: An Exploration of Florida Public Perception after the DWH Oil Spill

The Role of Dissonance and Schema: An Exploration of Florida Public Perception after the DWH Oil Spill

Factors Influencing Purchase Intention for Low-Sodium and Low-Sugar Products

Mental Representations

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