AD SCHEMA INCONGRUITY AS ELICITOR OF ETHNIC SELF-AWARENESS AND DIFFERENTIAL ADVERTISING RESPONSE

By Claudiu V. Dimofte, M. Forehand, Rohit Deshpandé. 2003

138 citations recorded by the source corpus.

Subfields: Literature and Literary Theory, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/3502745cb0711acce53349ee0a2ac41525fcd7fe

How researchers see this paper

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In Literature and Literary Theory

1. Juliano Laran
2. Hye Jin Yoon
3. Eduardo B. Andrade

In Marketing

1. Juliano Laran
2. Hye Jin Yoon
3. Eduardo B. Andrade

In Sociology and Political Science

1. A. Dalton
2. Juliano Laran
3. Hye Jin Yoon
4. Eduardo B. Andrade

Citations in the corpus

• Understanding schema incongruity as a process in advertising: Review and future recommendations (2013, background): “Dimofte, Forehand, and Deshpande ( 2004 ) increased ethnic self-awareness and recall of the ad by using incongruent voice-over/subtitling techniques.”
• The Curious Case of Behavioral Backlash: Why Brands Produce Priming Effects and Slogans Produce Reverse Priming Effects (2011, background): “…perceptions about persuasion intent to generalize across marketing tactics, given that consumers often resist marketing efforts and are skeptical of the experiences they will derive from consumption (Dimofte, Forehand, and Deshpandé 2003; Knowles and Linn 2004; Meyers-Levy and Malaviya 1999).”