THE MEDIUM AS A CONTEXTUAL CUE: Effects of Creative Media Choice

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Understanding consumers’ social media engagement behaviour: An examination of the moderation effect of social media context (2021, unknown): “In an early experimental study, Dahlen (2005) examined media as a contextual cue, and the results suggest that the creative media choice enhances perceived brand associations and increases the credibility of advertising and positive brand attitudes.”
Understanding schema incongruity as a process in advertising: Review and future recommendations (2013, background): “A recent study put this to the test by placing ads in unfamiliar and creative media (Dahlén 2005).”
Perceived Congruence and Incongruence: Toward a Clarification of the Concept, its Formation and Measure (2011, unknown): “As Appendix A1 shows, Heckler and Childers (1992) have been followed by many other authors, such as Lee and Mason (1999), Lee (2000), Lichtlé (2002), Dahlén (2005), Fleck and Quester (2007), and Galan (2009).”
Creativity Via Cartoon Spokespeople In Print Ads: Capitalizing on the Distinctiveness Effect (2008, background): “In addition, creative commercials enhance unaided recall, and creativity in the form of media choice has a favorable effect on ad credibility and attitudes toward both the ad and brand (Dahlén 2005; Till and Baack 2005).”