1999
DOI: 10.1086/209557
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Responses to Information Incongruency in Advertising: The Role of Expectancy, Relevancy, and Humor

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Cited by 237 publications
(228 citation statements)
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References 26 publications
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“…General studies on advertising have also provided much empirical evidence that these components of award winning creative advertisements (novelty and meaningfulness) result in the formation of more favorable attitude about the advertisement and the respective brand. Lee and Mason (1999) found that novel and meaningful advertisements result in a significantly favorable attitude towards the advertisement and the respective brand. In addition, Lee and Mason (1999) also found that novel and meaningful advertisements evoked more favorable thoughts about the advertisements and the advertised brand.…”
Section: Creative Advertising and Persuasionmentioning
confidence: 97%
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“…General studies on advertising have also provided much empirical evidence that these components of award winning creative advertisements (novelty and meaningfulness) result in the formation of more favorable attitude about the advertisement and the respective brand. Lee and Mason (1999) found that novel and meaningful advertisements result in a significantly favorable attitude towards the advertisement and the respective brand. In addition, Lee and Mason (1999) also found that novel and meaningful advertisements evoked more favorable thoughts about the advertisements and the advertised brand.…”
Section: Creative Advertising and Persuasionmentioning
confidence: 97%
“…Anderson, 1983;Srull, 1981;Keller, 1993). Increased number of associative linkages enhances the recall ability of the stored information (Srull, 1981;Lee and Mason, 1999;Anderson, 1983;Keller, 1993;Ang et al, 2007). Studies have also advocated that beside novel, creative advertisements are also more meaningful (Ang and Low, 2000;Ang et al, 2007).…”
Section: Creative Advertising and Recallmentioning
confidence: 99%
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“…The measure for attitude towards the advertisement (Att_ad) was adopted from the five -item scale developed by Lee and Mason (1999). Statements were on a 7-point Likert scale (1 = completely disagree; 7 = completely agree).…”
Section: Methodsmentioning
confidence: 99%
“…This aspect of creativity is defined as the extent to which an idea deviates in a meaningful way from ordinary praxis. In terms of advertising creativity, meaningfulness can be understood as the link between an idea and the relevance of this idea to its audience (Lee and Mason 1999). In addition, Goldenberg, Mazursky, and Solomon (1999) emphasized that random advertising creativity without any relevance may be harmful at worst and inefficient at best.…”
Section: Conceptual Framework and Hypothesesmentioning
confidence: 99%