Kontrola poznawcza w percepcji spójności pojęciowej reklam prasowych – powstawanie iluzorycznych zależności

Abstract

vs. weakly related elements of an ad. The coherence of advertisement was established using the affinity index methodology. The results showed that, when they are in a good control condition, consumers perceive particular elements of the advertisement as more coherent when those elements are strongly rather than weakly related. However, in the lack of control conditions, the reverse was true: consumers perceive particular elements of an advertisement as more coherent when the elements are weakly related rather than strongly related. This is in line with control motivation and compensatory mechanisms theories.