Schema strength, processing opportunity, and the rewarding nature of incongruity resolution in advertising

Abstract

Extant literature calls for more research to identify the boundary conditions as well as the process underlying the effects of ad messages that violate specific brand beliefs. This paper examines different levels of ad–brand incongruity, considering brand schema strength and processing opportunity as factors that influence the perception and the resolution of incongruity. Moreover, it provides empirical evidence for the process mediating attitudinal responses to ad–brand incongruity. Experiment 1 shows superiority for moderately incongruent ads over congruent and extremely incongruent ads which is eliminated when participants have a weak, as opposed to a strong, brand schema. Experiment 2 replicates the nonmonotonic pattern for strong, real brands but further shows that low processing opportunity favors congruent ads. Mediation analysis reveals that the psychological satisfaction experienced during the ad interpretation process has an asymmetric mediating effect, such that moderate levels of ad–brand incongruity generate highest levels of satisfaction which then leads to more positive responses.

Keywords:

• information incongruity
• schema strength
• processing opportunity
• satisfaction
• nonlinear mediation

Acknowledgements

The authors wish to acknowledge the valuable feedback received by three anonymous reviewers and the editorial team of the International Journal of Advertising during the review process.

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Georgios Halkias

Georgios Halkias is an assistant professor at the Department of International Marketing, University of Vienna. His research interests revolve around consumer psychology and persuasive communication. His work has appeared, among others, in the Journal of Advertising, Journal of Business Research, International Journal of Advertising, and European Advances in Consumer Research.

Flora Kokkinaki

Flora Kokkinaki is an associate professor and Head of the Department of Marketing and Communication, Athens University of Economics and Business. Her research interests are consumer behavior, advertising, and social psychology. Her work has appeared in a wide range of academic journals including the British Journal of Psychology, British Journal of Social Psychology, Journal of Advertising, Journal of Economic Psychology, Acta Psychologica, Advances in Consumer Research, and Journal of Marketing Management.