Could Placing ADS Wrong be Right?: Advertising Effects of Thematic Incongruence
By Micael Dahlen, S. Rosengren, Fredrik Törn, Niclas Öhman. 2008
148 citations recorded by the source corpus.
Subfields: Literature and Literary Theory, Marketing, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/4e16ba75600df095073ba6dbf25b1234ca2f7de2
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Citations in the corpus
- Understanding schema incongruity as a process in advertising: Review and future recommendations (2013, background): “…to Mandler’s incongruity theory (1982), although schema congruent information may be judged favorably for its ease of comprehension, the expectedness of it may render it unimpressionable (e.g., ‘It’s just another diaper ad with a baby’; see also Dahlén et al. 2008; Meyers-Levy and Tybout 1989).”
- Understanding Interactive Online Advertising: Congruence and Product Involvement in Highly and Lowly Arousing, Skippable Video Ads (2017, background): “As we noted previously, high-arousal stimuli excite and attract users and require them to apply mental processing resources (Dahlén et al. 2008).”