Schema strength, processing opportunity, and the rewarding nature of incongruity resolution in advertising

摘要: Extant literature calls for more research to identify the boundary conditions as well process underlying effects of ad messages that violate specific brand beliefs. This paper examines different levels ad–brand incongruity, considering schema strength and processing opportunity factors influence perception resolution incongruity. Moreover, it provides empirical evidence mediating attitudinal responses Experiment 1 shows superiority moderately incongruent ads over congruent extremely which is eliminated when participants have a weak, opposed strong, schema. 2 replicates nonmonotonic pattern real brands but further low favors ads. Mediation analysis reveals psychological satisfaction experienced during interpretation has an asymmetric effect, such moderate inco...