Explaining the Special Case of Incongruity in Advertising: Combining Classic Theoretical Approaches

By Eun-Ju Lee, D. Schumann. 2004

158 citations recorded by the source corpus.

Subfields: Gender Studies, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/1abefebd7e3252bd9c5ef32c7f2680acc4fed215

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In Gender Studies

1. Hye Jin Yoon

In Marketing

1. Hye Jin Yoon

In Sociology and Political Science

1. Hye Jin Yoon

Citations in the corpus

• Understanding schema incongruity as a process in advertising: Review and future recommendations (2013, methodology): “In their incongruity model, Lee and Schumann ( 2004 ) integrated the incongruity theory with the Elaboration Likelihood Model (ELM) to explain the different paths of incongruity processing (ie, avoidance, peripheral, and central).”
• An Explanation of the Relationship between Instructor Humor and Student Learning: Instructional Humor Processing Theory (2010, background): “However, Lee and Schumann (2004) note that incongruent information may be ignored because it does not fit into their existing schemata.”