Employing incongruency as a form of communication-relevant distraction to enhance attitude change in an advertising context

Persistent Link:
http://hdl.handle.net/10150/278337
Title:
Employing incongruency as a form of communication-relevant distraction to enhance attitude change in an advertising context
Author:
Reichert, William Thomas, 1965-
Issue Date:
1993
Publisher:
The University of Arizona.
Rights:
Copyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.
Abstract:
Rarely are messages devoid of visual information. Yet, theoretical explanations for the effect of visual elements on persuasion is limited. Marketers have shown that incongruent visual elements in advertisements can affect memory outcomes. This study bridged communication and consumer behavior research to develop a theoretical framework to explain the affect of incongruent visual elements on (1) attitude toward the ad, and (2) purchase intention. The results of this study provided limited support for the proposed framework. Findings indicated that relevant pictorials will yield more positive evaluations and purchase intentions than irrelevant pictorials. Expected pictorials were also found to impact evaluations. Several moderating variables are speculated to explain the impact of visual elements in an advertising context.
Type:
text; Thesis-Reproduction (electronic)
Keywords:
Business Administration, Marketing.; Psychology, Social.; Mass Communications.
Degree Name:
M.A.
Degree Level:
masters
Degree Program:
Graduate College
Degree Grantor:
University of Arizona
Advisor:
Buller, David D.

Full metadata record

DC FieldValue Language
dc.language.isoen_USen_US
dc.titleEmploying incongruency as a form of communication-relevant distraction to enhance attitude change in an advertising contexten_US
dc.creatorReichert, William Thomas, 1965-en_US
dc.contributor.authorReichert, William Thomas, 1965-en_US
dc.date.issued1993en_US
dc.publisherThe University of Arizona.en_US
dc.rightsCopyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.en_US
dc.description.abstractRarely are messages devoid of visual information. Yet, theoretical explanations for the effect of visual elements on persuasion is limited. Marketers have shown that incongruent visual elements in advertisements can affect memory outcomes. This study bridged communication and consumer behavior research to develop a theoretical framework to explain the affect of incongruent visual elements on (1) attitude toward the ad, and (2) purchase intention. The results of this study provided limited support for the proposed framework. Findings indicated that relevant pictorials will yield more positive evaluations and purchase intentions than irrelevant pictorials. Expected pictorials were also found to impact evaluations. Several moderating variables are speculated to explain the impact of visual elements in an advertising context.en_US
dc.typetexten_US
dc.typeThesis-Reproduction (electronic)en_US
dc.subjectBusiness Administration, Marketing.en_US
dc.subjectPsychology, Social.en_US
dc.subjectMass Communications.en_US
thesis.degree.nameM.A.en_US
thesis.degree.levelmastersen_US
thesis.degree.disciplineGraduate Collegeen_US
thesis.degree.grantorUniversity of Arizonaen_US
dc.contributor.advisorBuller, David D.en_US
dc.identifier.proquest1353116en_US
dc.identifier.bibrecord.b27687806en_US
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