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The structure of value: Accounting for taste, in affect and cognition: The seventeenth annual Carnegie symposium on cognition
... In particular, this study expects that the product type moderates the impact of the review type on review helpfulness. Interestingly, according to Mandler (1982), a congruent relationship is not very noteworthy, that is, congruent information is processed less elaborately than incongruent information, and, therefore congruent information is not as memorable as incongruent information. If we apply the Mandler (1982) schema-congruity theory to this study, we may say that a customer review would be more helpful when the product type is mismatched with the review type. ...
... Interestingly, according to Mandler (1982), a congruent relationship is not very noteworthy, that is, congruent information is processed less elaborately than incongruent information, and, therefore congruent information is not as memorable as incongruent information. If we apply the Mandler (1982) schema-congruity theory to this study, we may say that a customer review would be more helpful when the product type is mismatched with the review type. For example, reviews incorporating utilitarian sentences or words could increase the review helpfulness when the product is hedonic. ...
... Interestingly, however, the result of this study coincides with earlier studies that argued that ads promoting hedonic functionality over utilitarian are more preferable when the product is utilitarian (Lim & Ang, 2008). As described earlier when proposing hypotheses, this kind of outcome may occur because incongruity between ads/review type and product type makes viewers/listeners/reviewers process the incongruent information more elaborately and make it more memorable (Mandler, 1982). ...
Online sales can be influenced significantly by customer reviews, and thus there are several studies on what makes an online review helpful to consumers. However, none of those researches address the review helpfulness in the context of hedonic and utilitarian review types. This study examines how product type (hedonic and utilitarian) moderates the relationship between the level of review type (hedonicity and utilitarianity) and review helpfulness. To test the moderating effects, customer review data for perfume and bar soap product was collected from Amazon.com and analyzed by using a text-mining tool (QDA Miner) and a structural equation modeling software (AMOS 22.0). The results of this study indicate that the product type moderates the impact of the review type on review helpfulness when product type and review type are incongruent. Further, results show that the number of sentences in a customer review affects the review helpfulness when product type is utilitarian.
... More than the technical barrier, this example underscores the perceptual challenge associated with appreciating a signal that at the same time prompts comparison to and departure from a schematic ideal, consistently with schema theory language (Mandler, 1980(Mandler, , 1982Taylor & Crocker, 1981). ...
... Schemas are abstract representations of environmental regularities that organize experience and develop through it. Psychological research on value judgments suggests that these general schemas set expectations that affect how audiences judge any given object of evaluation (Mandler, 1982;Moreau et al., 2001). It follows that the degree of incongruity caused by the reinterpretation of traditional work, which depends on whether the reinterpretation changes core or 4 Such was the controversial staging with which in 2015 Danish opera director Kirsten Dehlholm sought to breathe new life into Puccini's masterpiece for Brussels' Opera House, La Monnaie. ...
... Abstraction places the original work in a timeless context to signal its eternal validity and synthesizes its supporting elements, re-proposing them scenically in a minimalist way. An example is the This transposition process enhances customers' ability to extend or modify their schemas to accommodate discrepant information presented in the reinterpreted opera (Mandler, 1982). In the operatic context, it helps the audience interpret the visually innovative aspects of a traditional opera as moderately incongruous alterations that seek to refresh (rather than radically transform) the tradition, ultimately providing them with "the familiarity to understand what they are offered and the novelty to enjoy it" (Lampel et al., 2000, p. 264). ...
Research Summary
A major challenge that organizations face in cultural industries in dealing with cherished traditions is how to best mediate between adherence to tradition and pursuit of innovation, how to accommodate renewal without stifling tradition. We address this conundrum by integrating ideas from consumer‐oriented psychological research on evaluative judgments and design‐oriented innovation research. We show that firms can improve customers' perceptions of value by offering robust interpretations of traditional products that preserve the most familiar aspects of a tradition while departing from it on more peripheral features; however, when the interpretation is more radical—that is, it alters core elements of the tradition—customers are more likely to experience incongruity with their schemas, resulting in a negative perception of value. We also postulate that different audience segments will respond differently to the (re)interpreted tradition because individuals vary in the use of generic schemas depending on their level of expertise, and different schemas may accommodate smaller or greater changes in a configuration of attributes. We develop and test these hypotheses in the context of the Italian opera industry over the period 1989 to 2011. The results offer insights into how firms can maintain a sense of continuity with a revered tradition while ensuring its renewal over time.
Managerial Summary
Reinterpreting revered traditions is a way to exploit timeless resources encased in history by recasting them in new ways. This article reveals how firms can balance tradition and innovation through the design choices they make, thus expanding the range of strategic tools that can be leveraged to influence customers' perceptions of value. In doing so, it helps managers address the need for renewal, while at the same time remaining sensitive to the heterogeneity of different customer segments, by manipulating the core and/or peripheral features of a product (here the opera). Although firms in cultural industries often face the challenge of resolving the tension between the preservation of tradition and risky innovation, many other firms across different industries also confront the issue of developing new products while building intimate links with their traditions.
... Passer du multicanal au cross-canal implique donc de mieux prendre en compte les jeux d'interactions des canaux et d'identifier l'intensité souhaitable de leur cohérence (Vanheems, 2006 ;Puccinelli et al., 2009 (Mandler, 1982), l'harmonieuse combinaison de plusieurs éléments (la très bonne image du site et des magasins, leur congruence qui a l'avantage de ne pas remettre brutalement en cause le schéma initialement établi, la familiarité avec les deux canaux, mais aussi la caution apportée par une attitude très favorable envers l'enseigne) a enclenché un phénomène d'assimilation, se traduisant par une modification graduelle du schéma initial de type bookkeeping (Weber et Crocker, 1983). Cette mise en relief inédite de la diversité des schémas mentaux qui supportent les jugements de congruence, n'a été permise que par notre parti pris conceptuel de considérer ici la congruence des canaux non plus comme une variable modératrice, mais comme une variable médiatrice comme l'ont aussi démontré Badrinarayanan et al. (2012). ...
... Sur un plan plus théorique, le fait qu'une incongruence modérée des canaux ne produise pas d'effet particulier sur la décision des clients remet en cause, du moins dans le contexte de la distribution multicanal, les conclusions de Mandler (1982) et Meyers-Levy et Tybout (1989). ...
... En distinguant théoriquement et empiriquement la congruence du fit non plus dans le domaine des extensions de marques mais dans celui des extensions de circuits de distribution, une seconde recherche (Bèzes et Dubois, 2013) 3 contribue à cet effort indispensable de clarification des concepts. Dans un premier temps, elle montre que la similarité relationnelle est en fait la congruence théorisée par Mandler (1982) et opérationnalisée en marketing par Meyers-Levy et Tybout (1989). ...
... Therefore, consumers would mostly prefer new products that are moderately incongruent. This inverted U shape relation between perceived incongruity and product evaluation has been explained by schema congruity theory (Mandler, 1982), and over the years many studies have supported the idea of an inverted U shape relation between product incongruity and product evaluation (Campbelland Goodstein, 2001;Jhang et al., 2012;Maoz and Tybout, 2002;Meyers-Levy and Tybout, 1989;Noseworthy et al., 2014). ...
... A schema is a stored framework that contains information about product categories, such as product attributes and their links with each other, and prototypic exemplars (Fiske and Linville, 1980). Schema congruity theory predicts an inverted U shape relation between perceived incongruity and product evaluation: moving from products that are perceived as congruent to products that are perceived as incongruent, consumer evaluations first increase and then decrease (Mandler, 1982;Meyers-Levy and Tybout, 1989). Specifically, when consumers perceive the product to be congruent with their schema, consumers evaluate the product mildly positive, because consumers like their expectations to be confirmed. ...
... Incongruent products are more noteworthy than congruent products, and thus evoke more cognitive elaboration (Peracchio and Tybout, 1996). Successfully resolving such incongruity can lead to positive affect, such as curiosity and interest (Berlyne, 1966;Mandler, 1982;Noseworthy et al., 2014). However, when consumers perceive too much incongruity in products, understanding the product can be elusive to consumers, even after deliberation (Mandler, 1982;Peracchio and Tybout, 1996). ...
Previous research has shown that perceived incongruity affects product evaluations in an inverted U shape. However, it remains unclear whether this relation also occurs at individual levels with continuous incongruity measures, and for products with repurposed materials. Five within-subjects studies do not show the inverted U relation across all participants. Instead, consumer subgroups show a monotonic relation: higher congruity leads to higher product evaluations. This aligns with processing fluency theory. Additionally, we demonstrate that the degree of processing from raw to end materials and the extent to which materials fulfil product functions mediate the effect of repurposed materials on perceived incongruity.
... With greater fluency, with some possible exceptions (e.g. humor ads) (Yoon, 2013), relevant ads will be better appreciated than an irrelevant ad (Mandler, 1982). Although not easily controllable, relevance for native ads placed on social media should be considered important for its success. ...
... In this case, the previously discussed relevance effect on ad evaluations will become manifest; if the native ad is in alignment with the content posts, it will increase favorable ad responses (e.g. Cho and Boster, 2005;Mandler, 1982). The thematic connection between the content and the native ad will help increase fluent processing and thus, will be received more favorably (Germelmann et al., 2020). ...
... Germelmann et al., 2020;Kim and Sundar, 2010) and some have specifically investigated ad-media congruence for in-feed native ads (e.g. but the current research helps build further arguments that ad-content relevance could be important, while considering SNS user factors. This helps expand the applicability of schema theory (Mandler, 1982) to explaining native ad effects thematically relevant to surrounding media content on different social media platforms such as Instagram and Twitter. ...
Purpose
Native advertising on social media continues to be a popular ad placement for marketers. With native ad-content relevance in need of further exploration regarding individual differences and social media public sentiment waning, this study set out to test the effects of ad-content relevance of native ads varying by users' pre-existing social networking site (SNS) attitude.
Design/methodology/approach
Two experiments were conducted with native ads relevant and irrelevant to the surrounding media content with SNS attitude as a measured moderator and perceived ad importance as the mediator.
Findings
Across Instagram and Twitter, SNS attitude moderated the effect of ad relevance on ad responses. Users that had lower SNS attitudes had significantly higher ad ratings that were relevant (vs. irrelevant) to the media content, while those that had higher SNS attitudes did not show differences. The lower SNS attitude individuals showed a greater appreciation for the relevant ads through the mediating effect of perceived importance.
Practical implications
Marketers need to look beyond traditional ad attitude models and craft ad content strategies that consider target audiences' SNS preferences. Layering targeting tactics on Instagram and Twitter such as “interests” and “life events” with demographic targeting could help increase the chances of ad-content relevance. SNSs should advance their ad placement tools and utilize image, speech, and text recognition algorithms to help achieve ad-content relevance for greater ad effectiveness.
Originality/value
This study adds to the literature by identifying SNS attitude as a qualifier of ad-content relevance effect for SNS native ads and uncovering perceived ad importance as the underlying psychological mechanism.
... Previous studies have suggested that brands must strike a balance between uniqueness and acceptance in a co-branding strategy, especially when considering a moderate congruence may be more efficient at stimulating optimal co-branding effect (Mandler, 1982;Meyers-Levy & Tybout, 1989;Derbaix & Vanhamme, 2003). In recent years, brands have begun to engage in "crossover co-branding" (low product category fit) (Smarandescu et al., 2013), which involves introducing new associations to former brand attributes and reinforcing messaging by adding creative and dramatic context (Ho et al., 2017). ...
... Perceived novelty is defined as the degree to which an individual considers a product to be a novel and exciting alternative to an existing one (Eisend, 2007). Compared with familiarity, novelty enhances highlevel construal abilities (Kim et al., 2015), improving the efficiency of marketing initiatives (Mandler, 1982). As a result, using novel signals can attract customers' attention while inspiring them to be creative themselves. ...
... As a result, using novel signals can attract customers' attention while inspiring them to be creative themselves. Mandler (1982) asserted that since novel stimuli are unexpected, they generate a more significant response than previously recognized stimuli. Chu et al. (2016) observed that non-traditional advertising might elicit a higher favorable response from some consumers than conventional advertising due to the novelty of the stimuli. ...
This study proposes that the interaction effect of brand personality fit and product category fit will influence perceived masstige under a co-branding context. When product category fit is high, low (vs. high) brand personality fit leads to greater perceived masstige. However, when product category fit is low, high (vs. low) brand personality fit leads to greater perceived masstige. Furthermore, the interaction effect of brand personality fit and product category fit on perceived masstige is mediated by processing fluency and perceived novelty. Specifically, when product category fit is low, high (vs. low) brand personality fit can elicit greater processing fluency, leading to higher perceived masstige. In contrast, when product category fit is high, low (vs. high) brand personality fit can stimulate perceived novelty, leading to higher perceived masstige. In addition, we examine how perceived masstige influences brand equity. Focusing on the masstige co-branding strategies between a mass brand and a luxury brand, this study aims to build a bridge between co-branding and masstige.
... In particular, this study expects that the product type moderates the impact of the review type on review helpfulness. Interestingly, according to Mandler (1982), a congruent relationship is not very noteworthy, that is, congruent information is processed less elaborately than incongruent information, and, therefore congruent information is not as memorable as incongruent information. If we apply the Mandler (1982) schema-congruity theory to this study, we may say that a customer review would be more helpful when the product type is mismatched with the review type. ...
... Interestingly, according to Mandler (1982), a congruent relationship is not very noteworthy, that is, congruent information is processed less elaborately than incongruent information, and, therefore congruent information is not as memorable as incongruent information. If we apply the Mandler (1982) schema-congruity theory to this study, we may say that a customer review would be more helpful when the product type is mismatched with the review type. For example, reviews incorporating utilitarian sentences or words could increase the review helpfulness when the product is hedonic. ...
... Interestingly, however, the result of this study coincides with earlier studies that argued that ads promoting hedonic functionality over utilitarian are more preferable when the product is utilitarian (Lim & Ang, 2008). As described earlier when proposing hypotheses, this kind of outcome may occur because incongruity between ads/review type and product type makes viewers/listeners/reviewers process the incongruent information more elaborately and make it more memorable (Mandler, 1982). ...
Online sales can be influenced significantly by customer reviews, and thus there are several studies on what makes an online review helpful to consumers. However, none of those researches address the review helpfulness in the context of hedonic and utilitarian review types. This study examines how product type (hedonic and utilitarian) moderates the relationship between the level of review type (hedonicity and utilitarianity) and review helpfulness. To test the moderating effects, customer review data for perfume and bar soap product was collected from Amazon.com and analyzed by using a text-mining tool (QDA Miner) and a structural equation modeling software (AMOS 22.0). The results of this study indicate that the product type moderates the impact of the review type on review helpfulness when product type and review type are incongruent. Further, results show that the number of sentences in a customer review affects the review helpfulness when product type is utilitarian.
... Congruity is defined as "the extent that structural correspondence is achieved between the entire configuration of attribute relations associated with an object, such as a product, and the configuration specified by the schema" (Meyers- Levy and Tybout, 1989, p. 40). The higher the congruity, the more successful the information transfer process (Mandler, 1982). It is imperative to limit cognitive efforts and heightened arousal to resolve potential incongruities (see Figure 1) (Mandler, 1982;Meyers-Levy and Tybout, 1989). ...
... The higher the congruity, the more successful the information transfer process (Mandler, 1982). It is imperative to limit cognitive efforts and heightened arousal to resolve potential incongruities (see Figure 1) (Mandler, 1982;Meyers-Levy and Tybout, 1989). ...
Purpose
To further improve the branding strategies between single-brand-retailers and multi-brand-retailers, the paper investigates the influence of multiple manufacturer brand images on retailer brand image. It considers the moderating role of the number of offered manufacturer brands.
Design/methodology/approach
The research is conducted in the automotive retail context. Based on an online survey (383 respondents), a Partial-Least Squares Modeling, estimated using SmartPLS 3 and a classic partial least squares structural equation modeling (PLS-SEM) algorithm, is used to validate the hypotheses.
Findings
The results reveal that manufacturer brands did not influence the retailer's brand image in all cases since it is only influenced by the manufacturer brand when the retailer offers only one manufacturer brand.
Practical implications
For retailers offering only one manufacturer brand, the most extensive possible adoption of the corporate identity (CI) specifications prescribed by the manufacturer brands is the prerequisite for a positive image effect. Retailers offering more than one manufacturer brand should create their image based on the retailer's identity. In this context, it is essential to position the retailer brand independently in the market.
Originality/value
This is the first study focuses on retailers with a small or limited number of offered manufacturer brands to answer the question of whether the number of provided manufacturer brands moderates the impact of manufacturer brand images on the retailer's brand image.
... First, projecting a virtual object in an expected or typical physical environment (i.e., location) may amplify the perception that the experience is real, thereby increasing local presence. However, prior research has suggested that a conceptual mismatch can elevate cognitive elaboration and positively influence managerially relevant outcome variables, such as brand attitudes and purchase intentions (Heckler & Childers, 1992;Mandler, 1982). For example, in terms of product evaluations, Hoegg et al. (2010) found that a mismatch between aesthetic and functional appeals (i.e., a product with high functionality but low aesthetics) may lead to more positive product evaluations because the mismatch causes consumers to cognitively elaborate on a product, which in turn makes the advantages of the product more salient. ...
... This may result in the detection of inconsistencies that may be interpreted as signs of inauthenticity. However, a conceptual mismatch between product type and physical location may elevate cognitive elaboration (Heckler & Childers, 1992;Hoegg et al., 2010;Mandler, 1982), which may positively affect product assessments and purchase intentions. The cognitive focus engaged through System 2 may cause the user to either ignore or explain inconsistencies that might be considered red flags if processed using System 1 thinking. ...
[UNCORRECTED PROOFS] Augmented reality (AR) integrates virtual content into a consumer's perception of the real world. While academic interest in AR is growing, most prior research has focused on consumer evaluations of AR content and neglected the physical context in which AR content is consumed. Addressing this research gap, two experimental studies showed that context (e.g., experiencing a virtual sofa at home vs. in a university classroom) impacts consumer judgments and evaluations. The results reveal two primary effects of context. First, contexts in which virtual objects meet users' personal and cultural expectations associated with a specific location (e.g., a sofa in a living room) increase plausibility. However, such functionally appropriate contexts (counterintuitively) decrease local presence (i.e., the perception that the virtual product is "here"). Study 2 extends this model by showing that plausibility (a rational and deliberate assessment of AR content) and local presence both impact utilitarian benefits, whereas local presence has a stronger effect on perceived physical tangibility. The findings extend prior theory on the psychological mechanisms impacting judgment and presence in AR, and they provide managers with important insights regarding the influence of context on downstream variables in their AR and metaverse marketing strategies.
... Fluency is commonly influenced by the intrinsic characteristics of a perceptual stimulus, which may include its visual (Reber, Schwarz, & Winkielman, 2004), auditory (Repp, 1997), and phonetic (Alter & Oppenheimer, 2006;Whittlesea & Leboe, 2000) properties. Notably, stimuli tend to promote fluency when they are congruent with category schema (Labroo, Dhar & Schwarz 2008;Mandler, 1982;Meyers-Levy & Tybout, 1989), which often means the stimuli are congruent with desirable attributes of the product category (Sheinin & Schmitt, 1994). Stimuli that are more congruent with their category tend to promote fluency effects since they carry a knowledge structure that is already stored in memory and do not require significant cognitive resources to process (Mandler, 1982;Meyers-Levy & Tybout, 1989;Peracchio & Tybout, 1996). ...
... Notably, stimuli tend to promote fluency when they are congruent with category schema (Labroo, Dhar & Schwarz 2008;Mandler, 1982;Meyers-Levy & Tybout, 1989), which often means the stimuli are congruent with desirable attributes of the product category (Sheinin & Schmitt, 1994). Stimuli that are more congruent with their category tend to promote fluency effects since they carry a knowledge structure that is already stored in memory and do not require significant cognitive resources to process (Mandler, 1982;Meyers-Levy & Tybout, 1989;Peracchio & Tybout, 1996). Conversely, stimuli that are incongruent with their category tend to increase cognitive resource requirements due to a lack of pre-existing cognitive schema, and may therefore disrupt fluency. ...
... The nonmonotonic relationship between the effects of the fits (PBF and PCF) and creativity on consumers' responses may also be explained by schema congruity theory which underlying mechanism is the consumers' ability to resolve the product within the existing schema (Mandler 1982;Taylor and Noseworthy 2020). According to the theory, incongruencies stimulate processing. ...
... The negative moderating effects found in the present study could be explained by schema congruity theory, which posits that a low level of congruity between a product and an existing schema in a consumer's mind stimulates information processing and requires a considerable effort to resolve the incongruity (Mandler 1982). That is, consumers are likely to spend more effort on the evaluation of a product that does not fit well to its brand or its product category. ...
This study examines the effects of consumer-based product creativity (i.e., novelty and meaningfulness dimensions), product-brand fit, and product-category fit on attitude toward the product and purchase intention. A total of 544 university students participated in a survey, in which respondents were exposed to a stimulus product image and then required to respond to a questionnaire. Structural equation modelling results show that novelty and meaningfulness and product-brand fit significantly influence attitude, subsequently increasing purchase intention. Notably, meaningfulness, rather than product-brand fit, is found to be more influential on both the attitude and purchase intention. The importance of meaningfulness can be even more highlighted for the products less fitted for their category. Theoretical and practical implications are further discussed.
... Schema Incongruity Processing Theory (Mandler 1982) suggests that if new information does not fit in existing mental schemata, attention is directed toward it and the intensity of information processing is heightened (Baker and Petty 1994;Homer and Kahle 1986). For example, independently of individuals' cognitive effort, their characteristics, and situational influences, unexpected combinations of unrelated objects in advertising motivate individuals to more attentive information processing. ...
... With regard to theoretical implications, Schema Incongruity Processing Theory (Mandler 1982) allows important predictions. First, greenwashing may be only perceived when existing mental structures do not align with the advertised claim. ...
Drawing on information process theories, this study investigated whether consumers have the ability to perceive greenwashing in vague and false greenwashing claims, as well as in abstract and concrete compensation greenwashing claims. Moreover, we examined the moderating role of topical environmental knowledge. We also looked at the effects of perceived greenwashing on brand evaluation and flight shame. Findings of an experimental study with a quota-based sample (N = 658) indicate that only concrete compensation claims do not significantly enhance greenwashing perceptions. However, when consumers have a high topical environmental knowledge, they are able to discover greenwashing in concrete compensation claims as well. Once greenwashing perceptions are triggered, they harm brand evaluations and foster flight shame. Implications for research on greenwashing and conclusions for practitioners are discussed.
... For example, the schema congruity theory (Mandler, 1982) suggests that a congruity schema leads to lower cognitive information processing and might demonstrate better recall (Dimofte et al., 2003). Accordingly, Sujan (1985) found that match or category-based information processing generated faster impression formation times than mismatch or piecemeal-based processing. ...
... A good match between (new) information and stored category can immediately trigger an individual's strong and spontaneous affective reaction (Fiske, 1982). Alternatively, the mismatch or incongruent information processing leads to higher cognitive efforts and, on the one hand, might result in negative responses (Mandler, 1982;Sujan, 1985). On the other hand, a moderate incongruity, such as something novel from a product's or object's discrete attributes in an existing category, can invoke positive reactions, such as greater excitement and awareness of product-issue compatibility (Fiske, 1982;Dimofte et al., 2003). ...
Purpose
Localization, glocalization, and standardization advertising strategies have scarcely been examined in the context of internationally acknowledged heritage products aimed at young domestic consumers in emerging markets. This study investigated two essential advertising cues: endorser nationality (local vs Western) and language (local vs English). National pride and gender effects were also analyzed.
Design/methodology/approach
Eight brochure types were constructed to represent localized, glocalized, and standardized print advertisements and examine their effects on brand image and purchase intention. MANOVA, MANCOVA, and moderated mediation analysis were employed to test the model.
Findings
The localization presenting same-sex endorsement is the best fit for promoting an internationally acknowledged heritage product to young, educated domestic consumers who have a low-to-moderate level of national pride (NP).
Research limitations/implications
This study provides theoretical implications in localization, NP, and gender effect in ad strategy.
Originality/value
This study fills a literature gap regarding the effects of localization, glocalization, and standardization advertising strategies on culturally bound heritage products aimed at young consumers in emerging markets. The moderating effect of NP adds to the novelty of this study.
... This is why, for example, congruence between the values of the firm and those of the consumer contributes to his/her satisfaction and loyalty (Sirdeshmukh et al., 2002). But the parallel between satisfaction and congruence does not stop there, since individuals can use a cognitive mechanism of assimilation to manage slight dissatisfaction (Latour and Peat, 1979) and to reduce moderate incongruence (Mandler, 1982). The positive affect induced by moderate incongruence (Mandler, 1982) can also be explained by the satisfaction of having found a suitable solution for what is finally an acceptable cognitive effort (Garbarino and Edell, 1997). ...
... But the parallel between satisfaction and congruence does not stop there, since individuals can use a cognitive mechanism of assimilation to manage slight dissatisfaction (Latour and Peat, 1979) and to reduce moderate incongruence (Mandler, 1982). The positive affect induced by moderate incongruence (Mandler, 1982) can also be explained by the satisfaction of having found a suitable solution for what is finally an acceptable cognitive effort (Garbarino and Edell, 1997). On the other hand, if the dissatisfaction or incongruence is too strong, an accommodation or contrast mechanism is activated (Sherif and Hovland, 1961). ...
Purpose
No other research analyzes the formation of overall satisfaction across channels, including the reciprocal interactions between store and website satisfaction and the factors that moderate them. Therefore, the aim of the present study is to examine how overall customer satisfaction is formed from the image and perceived congruence of the two main existing channels and the satisfaction induced by each.
Design/methodology/approach
The online study covers 909 customers of a French mortar-to-click retailer specializing in women's and children's clothing. The conceptual model incorporates reciprocal interdependence between store satisfaction and website satisfaction. This model is tested using the procedure specific to non-recursive structural equation model.
Findings
Overall satisfaction with the retailer is not only generated by satisfaction with the store and the website, but also directly and indirectly by the image of each channel. The contribution of the variables depends on the personal and situational characteristics of the customer. Not only is the relationship confirmed from store satisfaction to website satisfaction, but for the first time, in rarer cases the reverse is also observed. On the other hand, while the perceived congruence of channels can improve satisfaction with the channel for certain types of customers, in other cases the congruence can also worsen customers' overall satisfaction.
Research limitations/implications
The detailed analysis of the formation of this satisfaction shows the pre-eminence of the customer over the retailer's initiatives. A retailer may facilitate or encourage virtuous interaction between retailer's channels by making the transfer of information and products more fluid (click and collect for example); but in the end, the customer is the one who decides whether or not to bring the channels closer together.
Originality/value
Contrary to what the literature assumes, in some cases, the retailer's attempt to integrate the channels may even reduce overall satisfaction if customers do not want this integration, just as a high level of satisfaction on the website can reduce in-store satisfaction.
... As cognitive misers in general (Stangor and Duan, 1991), it takes efforts for us to mentally jump from one topic to another, which can have high switching costs and can be cognitively taxing (Mayr and Kliegl, 2000). Schema congruent information will likely create a positive effect, as there is "familiarity, acceptability, and a basic sense of liking" (Mandler, 1982). Sometimes incongruity can increase arousal, memory and positive attitudes due to the unexpected surprise it creates. ...
... However, such positive incongruity effects seem to be reserved for more specialized message content, such as humor and shock (Yoon, 2013). Even then, incongruity strategies can be fraught with peril as the resolution of the incongruity (being able to successfully, and with some degree of ease, place the information in an activated or existing schema) could be difficult, and therefore, can cause confusion or irritation (Mandler, 1982). It may also be reserved for cases where the individual has the cognitive resources and the motivation to take on the incongruity puzzle (Yoon, 2013). ...
Social media have become an increasingly important venue for prosocial campaigns. Competing for the public’s attention in the digital space is an ongoing challenge. This study aims to test the influence of ad-context congruence, ad position and ad type (i.e. public service advertising [PSA] vs cause-related brand [CRB] advertising) on the effectiveness of prosocial native advertising on social media.
Two experiments were conducted on different social media platforms (i.e. Twitter and Instagram) with varied prosocial issues (i.e. healthy eating and environmental sustainability).
Experiment 1 indicated that the congruence between prosocial native ads and social media feeds elicited greater ad involvement and a more favorable ad attitude, regardless of ad position. Experiment 2 revealed that such an impact was contingent on whether the prosocial native ad was a public service ad or a CRB ad. The positive influence of ad-context congruence was pronounced among public service ads but was not observed among CRB ads. Perceived ad involvement mediated the interaction effects between ad-context congruence and ad type on ad attitude and behavioral intention.
The study extends ad-context congruence research to the context of prosocial native advertising on social media. Moreover, it identifies ad type as a boundary condition for the congruence effects and reveals that increased ad involvement is the mechanism underlying the positive effect of congruent PSA.
... Congruency theory can also be employed to hypothesize the moderating role of management response congruence. Since a low degree of cognitive elaboration and effort is needed to process congruent content, such content is elaborated less, as it is assimilated into existing schemas (Mandler, 1982). Conversely, a significantly higher level of cognitive elaboration and effort is triggered when the processed content is not congruent with any previous schema (Castañeda-García et al., 2020;García-Carrión et al., 2023). ...
... In addition, self-congruity theory links the gender-based stereotype perceptions of an individual with the consumption tendency (e.g., Neale et al., 2016;Ulrich and Tissier-Desbordes, 2018). The self-congruity theory is derived from Mandler's (1982) schema congruity theory used to predict the effect of similarity perceptions. The theory suggests that when a stimulus is perceived congruent with a schema, it leads to meaning transfer and favorable response. ...
... Furthermore, we can link our findings to the literature on incongruity resolution (Noseworthy et al., 2014). Following Mandler's (1982) theorizing, it assumes an affectively positive response when people can resolve incongruity. However, the cognitive effort put into resolution seems to play a role. ...
Research indicates that in general, curiosity leads to more intense processing of an advertisement, which might result in a more skeptical response toward a persuasive message. However, we propose the opposite and argue that a process of evoking curiosity toward a stimulus in the first step (with the creation of an information gap) and resolving it in the second step creates a positive affective experience. Upon receiving curiosity‐resolving information after becoming curious, consumers are less skeptical toward the advertised product, which leads to a more favorable attitude and a higher purchase intention. Based on four studies, we demonstrate curiosity's skepticism‐reducing effect, its downstream consequences, and the underlying mechanism of positive affect. We show that this curiosity‐stimulating way of information disclosure caused the effect instead of the information itself, which remained constant. The effects occur for integral curiosity, directed at the focal product, and for incidental curiosity, elicited by an unrelated stimulus. These results contribute to understanding consumer responses to curiosity‐evoking advertisements, which are widespread, and provide implications for consumer psychologists, practitioners, and policy makers.
... Congruence is a process of "determining the similarities, match, fit, or alignment between the conceptually distinct functions or components" (Dohale et al, 2021;Edwards, 1994). Other researchers on congruence according to Dohale et al, (2021) defined it as "an assessment of the fit between two or more strategic entities within the business or organization when juxtaposed" ( Mandler, 1982;Lee et al, 2020). Some researchers have described congruence as the extent of compatibility, standardization, consistency, and agreement of individual values and corporate values. ...
This study aims to review values congruence in supply chain management. Values congruence, commonly described by researchers as the sameness of object, idea, and people, are challenging to identify, measure and prove because values are inherent intangibles in people and only seen in one’s behaviour. As an exploratory study, this paper concentrated on the supply chain management process critical path identified as specifications, sourcing, evaluation, adjudication, contract management, and administration. The study also aims to investigate the extent of values congruence at every supply chain management critical path stage. The data were coded, organized, and analyzed by applying the principles of the content analysis method. The main findings in this study revealed that Value congruence increased performance and projected profits, the environment, and society on the one hand. On the other hand, values incongruence contributed to poor organizational performance, malpractices, corruption, bankruptcy, and liquidations.
... Consumers have prior knowledge structures of natural objects, namely, schemas (Mandler, 1982). These schemas can inform consumers' expectations regarding natural forms and thus influence their processing and retrieval of information (Meyers-Levy & Tybout, 1989). ...
A logo is a critical visual element that uniquely identifies a brand and can affect consumers' brand perceptions. Naturalness reflects the degree to which a sign depicts objects from the natural and sensitive world. The logo strategy literature identifies naturalness as a universal and critical design dimension influencing consumers' cognitive, affective and behavioral reactions. In practice, both high and low natural logos are frequently used by brands. However, the current understanding of the effects of logo naturalness is limited. This research thus investigates the influence of natural logo on consumer perceptions of brand personality. The data were collected in four experiments using a set of 10 manipulated logos as stimuli. Our results suggest that high (vs. low) natural logos positively affect the perception of brand sincerity personality and that this effect occurs because high natural logos are easier to process and elicit stronger impressions of authenticity. Moreover, we demonstrate that the positive effect of logo naturalness is enhanced among brands with products made from natural (vs. human‐made ingredients. These findings therefore suggest that brands should avoid using low natural logos if their sincerity perception is critical or if most of their products contain high levels of natural ingredients. Hence, our results reinforce visual design and branding theories and offer marketing practitioners actionable insights.
... Some research included in our review refers to the SBW as a "schema" (e.g., Abrams et al., 2019;Liao et al., 2020), while other research refers to it as a "stereotype" or an "ideal" (e.g., Carter & Rossi, 2019;Miles, 2019;Stanton et al., 2017). Moving forward, we use the term schema as a higher-order term that is not necessarily negative or positive to describe multiple aspects of a group member (Mandler, 1982). In addition, it was the most commonly used term of the papers we reviewed. ...
The Strong Black woman (SBW) schema refers to the U.S. cultural gender role expectation of Black women as resilient despite adversity, selfless, and serving as caretakers and providers. Previous scholars have examined the nature, origins, and consequences of this schema, including the ways in which Black women navigate the SBW in their workplaces, communities, and relationships. Overall, research frames the schema as a paradox, noting that endorsing the SBW can compromise Black women's health while simultaneously encouraging resilience. In this review, we aim to provide a descriptive and holistic analysis for understanding gaps in the literature, as well as providing suggestions for the future. Using a scoping review, we examine the current state of social science knowledge about the SBW, focusing on its character, socialization practices, and consequences for Black women's physical and mental health. We end by discussing directions for future research on the SBW schema.
... Indeed, an anthropomorphic product design positively impacts consumers' willingness to recycle express packaging [91]. In line with this reasoning, we postulate that adding an anthropomorphized label to a standardized package is a new approach that likely results in heightened cognitive arousal [92] and raises attention and interest [93]. Prior research confirms that anthropomorphism increases information processing to make sense of the anthropomorphized object [60] and hence fosters interest in the brand. ...
The steadily increasing amount of waste requires new strategies for package waste reduction. One strategy is to switch from single-use plastic packaging to glass packaging; however, this strategy is only beneficial from an environmental perspective when complemented with a multi-use deposit refund system with standardized glass containers. This implies the loss of package shape as a differentiation criterion, which has been considered a highly relevant marketing instrument in the fast-moving consumer goods markets. Against this background, the current research investigates in an online experiment the suitability of anthropomorphized label designs on prompting purchase intentions in the context of reusable glass jars. The study further investigates the mediating roles of brand attitude and brand interest. Contrary to the postulated hypotheses, anthropomorphized labels negatively impact brand attitude, and the sequential mediation of anthropomorphism on brand interest and brand attitude on purchase intention was significant. Our findings reveal that anthropomorphized labels stimulate brand interest, which in turn positively affects purchase intention. The results emphasize the relevance of brand interest in package design and guides manufacturers, brand managers, and policymakers to effective differentiation strategies for standardized multi-use packages.
... This organization of knowledge is developed through experiences over time and influences information processing such as encoding, comprehension, retention, and retrieval of information. Schema congruity theory posits that congruent information lessens the cognitive processing, which leads to less cognitive elaboration and frustration, and ultimately results in positive evaluation (Mandler, 1982). ...
Although the primary purpose of signing players is to provide fans with the best on-field performance, players’ role in team branding is another important factor that needs to be considered. Furthermore, as teams are dedicating tremendous time and effort into scouting and with large talent pools available worldwide, teams can easily find players with similar on-field qualities but possess dissimilar brand personalities. Thus, the purpose of the current study is to investigate the role of player signing in team branding. Particularly, this study examined the effect of player-team brand personality alignment on team-related fan responses. The empirical evaluation was undertaken with data collected from an experimental study. The authors empirically demonstrated that player-team brand personality alignment positively affected overall team evaluation and customer-based team brand equity, with more pronounced result for unfamiliar teams. Our findings not only establish the vital role of players in teams’ branding strategies but also uncover when aligned brand personality is more influential in reinforcing brand meaning and shaping affective brand evaluations and customer-based brand equity. The results of the current study fill gaps in the literature and extend the body of knowledge in branding studies in general and sports team branding studies in particular.
... In his well-recognized work on incongruity, Mandler (1982) emphasized the role of arousal as a physiological response, which reaches its optimal level when people can resolve incongruity. Researchers such as Meyers-Levy and Tybout (1989) have provided empirical evidence for this presumption. ...
This review offers a framework of consumers’ situational curiosity by integrating research investigating the different stages of stimulating, experiencing, and resolving curiosity. Following this process perspective and focusing on marketing-relevant situations, it first provides an overview of triggers that have been used to stimulate curiosity and illustrates the implementation of these triggers in empirical studies. Subsequently, it synthesizes the key processes that are initiated when consumers sustain in the state of being curious and when they (presumably) have resolved their curiosity. These processes are assigned to affective consequences, cognitive consequences, or a third category, which includes the outcome variables of evaluation, decision making, and behavior. This article helps researchers and practitioners alike to gain a better overview of this fragmented research area and identifies research gaps and open questions for future research. Finally, recommendations for practitioners are given of how to effectively use curiosity-triggering stimuli in their marketing communication.
... An influential framework by Mandler (1982) showed that consumers make sense of information (marketing stimuli) after thorough conscious or unconscious evaluation, which affects how they classify such information as congruent or incongruent. According to Mandler's proposition, a congruent campaign will influence positive schematic processing, which will conform to the consumer's expectations, thereby arousing positive feelings. ...
“Sponsorship: Practices and Benefits in Emerging Markets” details the strategic sponsorship activities and mechanisms that can be implemented to communicate with customers and other stakeholders.
... To further elaborate onto incremental innovation, a threefold of main features has been established through literature. First of all, Mandler (1982) observed that organizations tend to lean on the side of incremental innovation, since it appears to benefit from low-intensity emotions and represents a certain degree of certainty and safety. Secondly, Rosenberg & Steinmueller (1988) argued that technical changes are incremental within a given industry, based on the use of knowledge and imitation. ...
This monograph investigates the involvement of firms in strategic alliances and the interplay with organizational absorptive capacity and organizational ambidexterity. The theoretical work highlights the positive aspects, as well as the negative aspects, for firms engaging in strategic alliances. The main contribution relates to the evaluation of both positive and negative outcomes of various types of strategic alliances. This monograph presents different avenues for firms regarding how to benefit from strategic alliances in terms of innovation, while avoiding threats such as unintended knowledge spillovers.
... An influential framework by Mandler (1982) showed that consumers make sense of information (marketing stimuli) after thorough conscious or unconscious evaluation, which affects how they classify such information as congruent or incongruent. According to Mandler's proposition, a congruent campaign will influence positive schematic processing, which will conform to the consumer's expectations, thereby arousing positive feelings. ...
Digitalisation has enabled brands in emerging markets to connect with target consumers through integrated marketing communication strategies. The purpose of this chapter is to explore and leverage the benefits of digital marketing for brands in emerging markets. One of the first insights the chapter provides is that digital marketing has created enormous opportunities for brands and consumers to connect. This connection is developed on various social media platforms, such as Facebook, Instagram, and Twitter. Brands are using these platforms to create awareness and communicate value. Digital marketing, aligned with integrated marketing communications, strengthens the relationships between brands and consumers. Therefore, this chapter presents a framework for digital marketing as a new branding strategy for effectively leveraging digital marketing and integrated marketing communications in emerging markets.KeywordsDigital marketingBrandingEmerging marketsIntegrated marketing communication
... An influential framework by Mandler (1982) showed that consumers make sense of information (marketing stimuli) after thorough conscious or unconscious evaluation, which affects how they classify such information as congruent or incongruent. According to Mandler's proposition, a congruent campaign will influence positive schematic processing, which will conform to the consumer's expectations, thereby arousing positive feelings. ...
The emergence of new technologies is influencing marketing research and business decisions. Specifically, artificial intelligence (AI), virtual reality (VR), and neuropsychological tools are changing the way we collect, store, and analyse marketing data. To realise the benefits of these technologies, which have implications for marketing communications as they facilitate the in-depth understanding of consumer experience, strategic and proactive orientations are required. To this end, this chapter reviews extant literature on AI, VR, and neuromarketing, providing guidance on how future marketing decisions will be made through leveraging these new technology-based tools. With its increasing computer power, AI will support broad marketing applications, such as analysis and targeting of customers for effective decision-making. VR can enhance a customer’s experience through the purchase journey, thus providing ample opportunities for marketers to utilise innovative marketing campaigns. Neuromarketing can capture tacit cognitive and emotional responses to marketing stimuli and enable informed forecasting of consumers’ purchase decisions.KeywordsArtificial intelligenceVirtual realityNeuromarketingMarketing communicationsConsumer behaviour
... An influential framework by Mandler (1982) showed that consumers make sense of information (marketing stimuli) after thorough conscious or unconscious evaluation, which affects how they classify such information as congruent or incongruent. According to Mandler's proposition, a congruent campaign will influence positive schematic processing, which will conform to the consumer's expectations, thereby arousing positive feelings. ...
Tourism is a very important economic activity as it boosts a nation’s revenue, increases foreign exchange earnings, generates employment, improves visibility and destination attractiveness. Destination competitiveness using travel and tourism indicators is a subject that has been researched for over three (3) decades. This chapter explores various destination marketing concepts and frameworks, introduced by scholars, which has sparked discussions on the progress of the field. The unpredictable and uncertain nature of the tourism industry makes it challenging for destination marketers to prepare for inevitable changes and resource allocations that would benefit both demand and supply. Discussions on sustainable marketing has gained traction in recent years due to this unpredictability. The travel industry is adapting to changes in the tourism ecosystem, and will continue to do so for the foreseeable future. Digital marketing is becoming increasingly critical for destination marketing organisations (DMOs) and is being utilised extensively in their marketing campaigns. Due to the unpredictability generated by various economic and health issues, globalisation, sustainability and digitisation will become priorities for destination management and marketing in the future. In the post-COVID-19 era, the ability of the DMO to communicate a unique selling proposition effectively will determine its success.KeywordsDestination marketingDestination competitivenessInfrastructureHuman interactionSustainable growthTourism ecosystemMarketing environmentSocial networkingDigital marketing
... Congruence deals with determining the similarity, match, fit, or alignment between the conceptually distinct functions or components (Edwards, 1994). Mandler (1982) defined congruence as an "assessment of the fit between two or more strategic entities" within the businesses or organizations when juxtaposed (Lee et al., 2020). The interrelation or relatedness amongst strategic aspects can be effectively projected through a congruence identification (Fry and Smith, 1987;Germelmann et al., 2020). ...
Purpose
This study provides a systematic review of the literature within the manufacturing strategy (MS) domain focusing on the congruence aspect of different strategic functions to determine the state-of-the-art research progression and the trend of publications.
Design/methodology/approach
We have adopted a five-stage review methodology consisting - 1) Article Identification; 2) Inclusion/Exclusion; 3) Review of the Articles; 4) Literature Analysis; 5) Future research directions. 121 articles focusing on congruence aspects and specific to the MS domain are identified and reviewed. Bibliometric analysis comprising keyword co-occurrence using a VOSviewer© software, and citation analysis is performed. Further, content analysis is carried out to categorize articles based on the type of research methodology, type of tool/method used, and aspects considered for congruence study.
Findings
Based on the research gaps identified in the existing literature on the congruence aspect within the MS domain, this study offers future research directions. Majorly, the work found is an empirical survey. Literature scants to develop a framework that helps to quantify the congruence between two strategic functions.
Research limitations/implications
This study facilitates researchers and practitioners to understand the congruence between different strategic aspects studied in the literature and the level of fit between them. Further, the identified research directions can encourage researchers and practitioners to conceive novel approaches to conduct future works on congruence theme.
Originality/value
The unicity of the current review lies in its theme, i.e. congruence aspect within MS. To the best of author's knowledge, no comparable study is observed to review the congruence aspect in any other domain.
... Whereas our study confirms the importance of congruence between influencer and product characteristics (Erdogan 1999;Kamins and Gupta 1994), congruity theory and research has shown that mild incongruence can sometimes result in more favorable brand evaluations (Groza, Cobbs, and Schaefers 2012;Mandler 1982). This is often linked to a novelty effect, where the unexpected has positive effects (Yoon 2013), however only when the incongruities can successfully be resolved (Groza, Cobbs, and Schaefers 2012). ...
Social media influencers are increasingly employed as product endorsers, and a growing body of academic research confirms that influencers are an effective advertising instrument. However, more research is needed on the specific influencer characteristics driving this success, and the processes responsible for these effects. In this study, we investigated to what extent product-influencer fit and number of followers interact in contributing to positive advertising outcomes and influencer evaluations. Moreover, we investigated to what extent perceived credibility of the influencer and identification with the influencer mediate these relationships. We conducted a 2 (poor vs. good product-influencer fit) X 2 (moderate vs. high number of followers) between-subjects experiment among 432 Dutch Instagram users. Participants were exposed to Instagram posts of health and fitness influencers who endorsed either a protein shake (good-fit) or ice cream (poor-fit). Results showed that fit and number of followers seem to work in tandem: although influencers with a high number of followers are liked more, and their endorsements result in a more positive attitude toward both the ad and product, and a greater likelihood to buy the advertised product as compared to influencers with a moderate number of followers, the endorsed product should fit the influencer’s self-branded image for these positive effects to occur. Moreover, effects were all mediated by perceived credibility and identification, which appear to be important drivers of influencer endorsement effects. Together, our findings contribute to a growing body of knowledge on the processes driving audience responses to influencer marketing, and provide clear guidelines for practitioners.
... The stimulus of immersive VR is unusual in nature so can cause schema incongruity, making it difficult for users to readily categorize it, resulting in an increase in affect or arousal -for example, emotion (Fiske, 1982;Mandler, 1982). Prior research (Cox & Locander, 1987) has also indicated that perceptions of novelty can be framed as affective. ...
... (value) (Cronin et al. 1997;Dodds and Monroe 1985;Drew and Bolton 1987;Heskett et al. 1990;Holbrook and Corfman 1985;Mandler 1982;Perry 1926;Sewall 1901;Zeithaml 1988). ...
... Yapılan çalışmalarda hareketli nesnelerin öğrenme materyali olarak kullanılmaya başlanması ve animasyonların akılda tutma ve anlama üzerindeki etkisi incelenmiştir. Bu incelemeler sonucunda animasyonlu nesnelerin anlama üzerinde etkisi olduğunu söyleyen çalışmalar olduğu kadar herhangi bir etkisi olmadığını belirten çalışmalar da ilgili literatürde yer almaktadır (Rieber, 1989;Rieber ve Hannafin, 1988;Schank, 1979;Kintsch, 1980;Mandler, 1982). ...
z Biçimlendirici deney deseni kullanılarak yapılan bu araştırmanın amacı arttırılmış gerçeklik teknolojisi ile hazırlanmış metinler aracılığıyla ilkokul 3.sınıf öğrencilerinin yazılı anlatım seviyelerinde artış sağlamaktır. Araştırmaya Siirt il merkezindeki bir devlet okulunda öğrenim görmekte olan 88 ilkokul 3.sınıf öğrencisi katılmıştır. Araştırma ilk hafta ön-test ve son hafta son-test olmak üzere toplam 8 hafta sürmüştür. İkinci ve yedinci haftalarda araştırmacı tarafından geliştirilmiş olan arttırılmış gerçeklik temelli kitaplar kullanılmıştır. Araştırmanın nitel kısmı için yarı yapılandırılmış görüşme formları hazırlanmıştır. Her hafta metinler okunduktan sonra hikâyeye yönelik öğrenci görüşleri alınmış ve bir sonraki hikâyede neler olmasını istediklerine yönelik sorular sorulmuştur. Buradan elde edilen verilerle, kod, kategori ve temalara ulaşılmıştır. Bunun sonucunda öğrencilere her hafta kendi isteklerine göre arttırılmış gerçeklik temelli hikâye metinleri sunulmuştur. Öğrencilerin okunan her hikâyeden sonra bireysel olarak gelişimlerini gözlemlemek için tekrarlı ANOVA, ön-test ve son-test puanları arasındaki farkı belirlemek için ise bağımlı gruplar t-testi yapılmıştır. Araştırmanın ön-test ve son-test puanları karşılaştırıldığında arttırılmış gerçeklik temelli çocuk kitaplarının yazılı anlatım becerisi üzerinde anlamlı bir etkisi olduğu sonucuna varılmıştır.
As a disruptive paradigm, especially with the Covid-19 emergence, digital transformation (DT) becomes a main area of interest for many organizations. From a trend perception to an obligation, digital transformation implementation requires many changes, adaptations, and updates. Its success depends on many levers, the most important of which remains the design and implementation of a digital transformation strategy (DTS). Indeed, lacking capabilities to embrace DT can lead to the disappearance of the company. However, and despite relevant research, the formulation, implementation, and evaluation of the digital transformation strategy as a key to successful digital transformation remain vague and blurred. Thus, this article aims to draw up a literature review on DTS with a general approach guiding the implementation of digital transformation. The focus on the experience of the AssetCo company as a monographic study will serve to concretely describe the formulation and the implementation of the digital transformation strategy, its stages, as well as a conclusion on the main key factors of success. Thus, this article intends to contribute to a better understanding of the stages of the digital transition of companies. While many recent works have proposed constructive models for the implementation of DT, these remain specific to a particular industry or business model. In this respect, the general approach proposed in this article is intended to be more generalist, and under certain contextualization, is also intended to be adaptable to any company.
Motivated by firms' increasing use of new media technology for investor communications, we investigate how alignment between company image and communication platform affects investor judgment and decision making. In our first experiment, we demonstrate that investors expect alignment between firm image and the perception of the new media communication platform managers choose for investor relations. In a second experiment, we examine how this alignment affects investor judgment and decision making. We predict and find that greater platform-image alignment leads investors to experience subjective ease of processing, but does not change investment amounts. Additionally, we demonstrate an approach to conducting an explicit test of a null hypothesis by evaluating the convergence of null hypothesis significance testing (NHST) and Bayesian methods. Our findings have implications for researchers, firms, and investors, and add to a growing literature on new media disclosure.
Purpose
This research aims to exhibit the impacts of vocal music vs instrumental music on ad-recall from the perspectives of attention and elaboration.
Design/methodology/approach
A 2 music-product congruence (congruence vs incongruence) × 2 music lyrics (lyrics vs no lyrics) between-subject measures design is used. 180 management students participated in the study. A 2 × 2 between-subjects ANOVA is used to test the hypotheses.
Findings
Results showed that the instrumental rendition of an ad-song prompted higher ad-recall over the vocal variant. The instrumental rendition provoked the subjects to create the verses or lyrics in their minds, prompting superior recall. Further, it was found that a music-product congruent ad resulted into higher ad-recall than an incongruent ad. Moreover, for a congruent ad condition, the instrumental version of ad-song resulted into higher ad-recall than the vocal version of ad-song. On the other hand, for an incongruent ad condition, the instrumental version as well as the vocal version of ad-song resulted into same level of ad-recall.
Research limitations/implications
The study offers important implications for marketers and advertisers in terms of effective ad-designing and execution considering lyrics and music-product congruence as important factors in the context of radio advertising.
Originality/value
Since very little research has been done focusing on the combined effect of music lyrics and music-product congruence relationship on ad-recall from attention and elaboration perspectives, this paper scores as a pioneering study of its kind in India.
Public acceptance plays a key role in promoting recycled water. This study attempts to explore how information providing affects public acceptance of recycled water and whether people pay different levels of attention to different types of information for various uses of recycled water. Two experimental groups were provided with information of recycled water for toilet flushing and drinking, respectively. We surveyed the acceptance of recycled water by questionnaires, and compared the acceptance of participants in two experimental groups with those without information. We found that information providing increased the acceptance of recycled water for drinking but decreased that for flushing. An eye-tracking experiment was conducted to explore whether there were differences in the levels of attention to the various types of information for different uses. Results showed that for drinking used recycled water, people spent more time on processing new information, and resolving the incongruity between information and existing schema.
The role of thematic congruency has been extensively researched in traditional advertising formats. However, despite these efforts, little is known about the impact of thematic congruency on the effectiveness of brand placements. The current research reports findings of two experiments designed to compare memory and attitudinal effects of thematically congruent and incongruent brand placements. The results show that while incongruent brand placements can better enhance consumers’ brand memory, congruent placements are more conducive to creating positive brand attitudes. However, the frequency of brand placement repetition moderates these relationships in an unexpected manner. Specifically, at high level of repetitions, incongruent brand placements can have similar effects on brand attitudes as congruent brand placements. The article concludes with a discussion of the theoretical and managerial implications of these findings.
Over the years, business organisations have spent millions of dollars on marketing campaigns to influence favourable consumer buying behaviour, but the successes of these campaigns have been limited even with increased budgets due to changing dynamics in consumerism. This chapter aims to provide insights on why neuromarketing is key to the success of marketing campaigns in emerging markets by considering a neuropsychological construct—executive function (EF)—which has been shown to influence individuals’ behaviour and decision-making. We build on the neuromarketing literature to highlight why it is important to consider EF and its dimensions (inhibitory control, working memory, and cognitive flexibility) in marketing campaigns. We argue that adopting neuromarketing tools in emerging markets will help organisations understand consumers’ affective, cognitive, and behavioural characteristics and how they mentally navigate through marketing stimuli. We conclude that it is important for organisations to rethink marketing campaigns in emerging markets.KeywordsCognitionConsumer behaviourEmerging marketsExecutive functionNeuromarketing
Previous research has shown that consumers can generate expectations based on long-term associations to guide their searches for certain products. However, it should be noted that their actual product search experience may meet or violate such expectations. In this article, we propose to study the phenomenon and the underlying mechanism of how associative learning based on product search experience influences consequent consumer behaviors. First, we plan to investigate whether consumers are able to generate expectations about the violation of a certain expectation, and how such new expectations affect them in terms of subsequent product searches and relevant psychophysiological activities. Second, we plan to examine how the associative learning of task-irrelevant information can be influenced by product search experiences that meet or violate consumers’ expectations, and whether consumers can learn to generate expectations based on short-term associations to guide their product searches. Third, we also plan to examine the influence of associative learning on consumer preference, and then to associate consumer preference with the brain reward system. The findings of these three sets of studies will help to reveal the influence of product search experience on subsequent consumer behaviors as well as the underlying mechanisms of such an influence. These findings have direct implications in the practice of promoting product purchase by changing consumer experience.
Emotions are deeply rooted in the human mind and vital to many knowledge processes, such as knowledge creation and knowledge sharing. Nonetheless, the knowledge management (KM) discipline largely approaches KM from a rational rather than an emotional standpoint. Therefore, starting with a broad view on emotions in general as well as several discrete emotions, our paper presents a structured review of existing evidence on emotions and their role in KM research. We use a structured literature review approach to examine research on emotions as a general concept as well as several discrete emotions in KM research. We recognize and incorporate an integrative emotions‐in‐KM framework, dividing KM into enablers, processes, and intermediary outcomes as well as organizational performance, and connected emotions with each of these parts. After identifying 72 relevant research publications, we analyze and assign these publications to our initially developed integrative review framework. We present several research opportunities to inspire and encourage further research on emotions in KM. Our analysis reveals a strong focus on empirical approaches; we suggest future research employs further qualitative research to incorporate profound theories and models for further exploring emotions in KM. Furthermore, emotions as the intermediary outcome or during knowledge creation and knowledge use could be investigated in further research endeavors. By showing in which KM contexts and processes emotions are displayed, organizations can draw conclusions to trigger positive emotions for better KM as well as reducing barriers caused by emotions.
Dieses Kapitel führt in das Thema Käuferverhalten ein. Dabei werden Erkenntnisse aus mehreren Forschungsdisziplinen herangezogen. Kenntnisse zu den Komponenten, die das Käuferverhalten steuern, sind für Marketingentscheidungen unentbehrlich. Zu den das Verhalten steuernden Faktoren zählen einerseits die psychischen Prozesse von Konsumenten, welche aktivierende und kognitive Komponenten enthalten. Andererseits sind Umweltfaktoren bedeutsam, denn Konsumenten agieren in einer physischen und sozialen Umwelt, die ebenso auf das Kaufverhalten einwirkt.
Music is considered as an effective tool in shaping consumers’ responses to advertising. The present study examines the effects of mildly incongruent background music upon consumers’ responses to restaurant advertising. It integrates country of origin and genre congruity of music in a single congruity framework through focusing more closely upon the twin components of congruity (expectancy and relevancy) and examines how various quadrants of musical in/congruity affect consumers’ cognitive responses and behavioral intentions. Between-subjects experiment was conducted to explore participants’ responses to an advertisement promoting a fictitious Italian restaurant. Findings indicate how the deliberate crafting of musical incongruity can be used to engage and amuse consumers, proposing that resolving mild musical incongruity may enhance consumers’ attitude toward advertising, perception of brand image and quality, as well as their purchase intent. The present research develops, refines, and redefines the concept of musical congruity in advertising and offers the first empirical evidence for the positive effects of using purposeful, mildly incongruent music upon consumers’ cognitive responses to advertising as well as their behavioral intentions.
This study examines how cultural context mediates the association between parents’ perceptions of education and parental stress under the ABC-X model. The analysis was based on a sample of 6454 parents of preschool children in Hong Kong. Exploratory and confirmatory factor analysis detected two major dimensions of parents’ perceptions of children’s education. Ordinary least squares regression models with interaction terms were used to analyze the identified dimensions’ associations with parental stress. The study found preschool parents with an assertive perception of children’s cognitive skills, discipline, coercion, and competition were more stressed than parents with a responsive perception of children’s non-cognitive skills, self-management, autonomy, and cooperation in education. Parents paradoxically caught between these two types of perceptions were the most stressed. Native residents and earlier immigrant parents also had a higher level of stress than recent immigrants.
Music is considered as one of the most important executional cues in advertisements. It is a ubiquitous phenomenon in the context of television and radio advertising, with more than 94% of advertisements incorporating a certain type of music. Music accounts for a significant commercial advantage in the context of advertising by producing favorable associations with the product/brand, contributing to the message, and by attracting consumers’ attention and enhancing message recall.
Storytelling is a powerful tool used by brand marketers. However, most brand stories are neither memorable nor effective. This research proposes a model for increasing the effectiveness of brand storytelling through the use of incongruity. Incongruity can challenge the expectations of brand storytelling held in the minds of consumers (i.e., the brand story schema). This increases attentional focus on the story and triggers more complex cognitive processing. This level of processing is necessary for effective narrative transportation, or immersion into the story. This research identifies the key elements of storytelling (e.g., character, setting, and plot) and demonstrates how marketers can introduce incongruity through these elements. Moderating factors and brand outcomes are introduced to improve implementation and foster strategy development.
ResearchGate has not been able to resolve any references for this publication.