The Role of Expectancy and Relevancy in Memory for Verbal and Visual Information: What is Incongruency?

Heckler, Susan E.; Childers, Terry L.

doi:10.1086/209275

Cited by 529 publications

(462 citation statements)

References 31 publications

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“…Summarizing, incongruent information results in more in depth, or attribute-based processing by customers (i.e., Heckler & Childers, 1992) while information congruent with expectations may reinforce existing opinions. Thus, customers notice unethical cues because these differ from their expectations whereas ethical cues are more consistent with expectations.…”

Section: Discussionmentioning

confidence: 99%

The impact of ethical cues on customer satisfaction with service

Thomas¹,

Vitell²,

Gilbert³

et al. 2002

Journal of Retailing

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This study examines the effects of ethical and unethical cues on customers' evaluations of the ethics of a service provider and their subsequent satisfaction with the service. The results of a disguised, laboratory experiment are used to suggest that customers respond to unethical cues in the environment through lower ethical assessments and satisfaction ratings, but that ethical cues may not necessarily increase satisfaction scores when compared to a neutral situation. The implications suggest that ethical cues and an honest service provider may be the expected norm, and thus will lead to (or maintain) satisfaction with the service encounter, while unethical cues will create dissatisfaction.

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Section: Discussionmentioning

confidence: 99%

The impact of ethical cues on customer satisfaction with service

Thomas¹,

Vitell²,

Gilbert³

et al. 2002

Journal of Retailing

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show abstract

“…Relevance (meaningfulness): Relevance is the reflection of how information embodied in an ad contributes to or detracts from the ad message [35]. The relevance reflects the two types of relevance: ad relevance, which means the customers perceive whether the ads is meaningful when communicating the product, and brand relevance, which means whether the customers perceive the product familiar or relevant to their choices [36].…”

Section: A Independent Variablesmentioning

confidence: 99%

The Effects of Guerilla Marketing on Gen Y’s Purchase Intention — A Study in Ho Chi Minh City, Vietnam

Tam¹,

Khương²

2015

IJTEF

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Abstract-The research purpose was to explore guerrilla marketing effects on consumer behavior. Based on previous literature of guerrilla marketing and proposed model frameworks of advertising, the research evaluated consumer perception through their exposure to 20 guerrilla advertisements. Factor Analysis and Multiple Regression were employed to examine such effects. The results showed that creativity, emotion arousal and message clarity had significant effects on purchase intention whereas humor and surprise did not. Academicians may have some insights into the applicability of guerrilla marketing in Vietnam and managers, especially those working in advertising industry, may make use of the results to develop effective marketing strategy to attract and persuade their customers to buy their products.

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“…We will only deal with the works on sponsorship to define congruity. However, the definition of congruity in marketing, on which there is most consensus, is consistent with the schema theory proposed by Mandler (1985), and that of Heckler and Childers (1992). It postulates that congruity is a concept that has two dimensions: relevance and expectancy.…”

Section: Definitions Of Congruitymentioning

confidence: 61%