Online advertising and congruency effects

Three studies investigate the moderating role of divided attention in the relationship between thematic (in)congruency between a web page and a web ad, and evaluations of and click intention towards the embedded web ad. The first study establishes the traditional priming effect in sequential web page – web ad exposure. Study two manipulates viewers’ opportunity to divide their attention when simultaneously exposed to a web page and a web ad, and Study three measures divided attention by means of gaze jumps in a simultaneous exposure situation. In the case of simultaneous exposure to a web page and a web ad, a congruency effect occurs when there is little opportunity to divide the attention between the web page and the ad, and when there are few gaze jumps between the web page and the web ad. In these cases, web ads that are thematically congruent with the web page result in more positive responses. This effect reverses when there is more opportunity to divide the attention between the web page and the web ad, and when the number of gaze jumps is high: web ads incongruent with the web page lead to more positive responses. Undivided attention benefits web ads that are congruent with the web page in which they are embedded, but divided attention benefits those that are incongruent with the web page.     

Ethical congruency of constituent groups

This research investigates the perceptions of five constituent groups of an accredited business school — their perceptions of others' ethics, of their own ethics and ideal values, and of how business ethics can be improved. Self-described behavior from the constituent groups is quite similar, yet is decidedly different from that which respondents felt others would do. Undergraduate business students tended to have the lowest estimation of others' ethics in addition to the least ethical self-described behavior compared with other constituent groups. All constituents were solidly in favor of improving ethics by developing principles of business ethics, requiring ethics courses in business schools and introducing industry codes of ethics. People are much more ethical than they are perceived to be. Knowing that others are more ethical may in turn cause other people to act more ethically. Similarly, believing that others are less ethical may encourage less ethical behavior.Harriet Stephenson, Professor of Management in the Albers School of Business and Economics, Robert D. O'Brien Chair, is Director of The Entrepreneurship Center at Seattle University. She teaches Entrepreneurship, Small Business Management, and Business Policy and Organization, and does research in the areas of business ethics, entrepreneurship, and marketing for small business.Sharon Galbraith, is an Assistant Professor in the Albers School of Business and Economics at Seattle University, Seattle Washington. She teaches Marketing and Marketing Research and does research in the areas of consumer information processing, pedagogy, business ethics, and small business.Robert B. Grimm, an Associate Professor of Management in the Albers School of Business and Economics, and also currently Rector of the Seattle University Jesuit Community, teaches and consults in the area of business ethics. He has published inConsultation and a number of proceedings.     

Music-brand congruency in highand low-cognition radio advertising

Many radio commercials use background music to accompany a message. This research examines how brand-congruent music (i.e. music that ‘fits’ the brand) will affect ‘Attitude towards the Ad’ (AAd) and ‘Attitude towards the Brand’ (ABrand), specifically when used with different types of ad copy that are more or less demanding of cognitive resources (high-cognition vs low-cognition advertising copy). In high-cognition ads, congruent music results in a more positive AAd and ABrand compared to incongruent music or no music. However, this effect is not found with low-cognition ads, where AAd (and ABrand) are similar for all three conditions of congruent music, incongruent music and no music.     

Person–place congruency in the Internet Banking context

This study proposes and empirically validates a model that incorporates the interaction effects of consumer's shopping orientation (utilitarian/recreational) and attitudes towards the online store atmospheric qualities (information related cues, navigation cues, aesthetic cues) on online shopping behavior. The use of an underutilized technique for detecting interaction effects unveils the superiority of interaction effects over direct effects in explaining online shopping behavior. Results reveal significant interaction effects during the information search stage but not during the purchase stage. Furthermore, the interaction effects were significant only for utilitarian shoppers but not for the recreational ones. The results signify the distinctive nature of online shopping compared to the offline one, and the need for retailers to distinguish online and offline store atmosphere management.     

The matchup effect of spokesperson and product congruency: A schema theory interpretation

This aricle examines the matchup hypothesis or the notion that the congruence in advertisements between spokesperson characteristics and product attributes is related to observed variations in source credibility, product evaluations, perceived product gender, and other measures of advertising and communication effectiveness. Schema theory is used to interpret the results of previous inquiries into the matchup hypothesis, and the results of two experiments that provide additional insight into how schema might be changed by a spokesperson/product match are reported. Areas of future research into the matchup hypothesis on schema theory implications are discussed. © 1994 John Wiley & Sons, Inc.     

Self-concept and advertising effectiveness: The influence of congruency,conspicuousness, and response mode

It was hypothesized in this study that advertising appeals congruent with viewers' self-concept would be superior to incongruent appeals in terms of enhancing advertising effectiveness. Advertising effectiveness was operationalized as: brand memory, brand attitude, and purchase intentions. The sample consisted of 165 subjects who were exposed to four test stimuli (ads), two for automobiles and two for shampoos. One ad within a product class used an introvert appeal, and the other used an extrovert appeal. Congruence between self-concept and the brand image was determined by subjects' evaluations of themselves and the advertised brand. Ad-related tasks included remembering brand names and indicating preference and buying intention for each brand. The study results indicate that brand memory is not mediated by the extent to which advertising expressions are congruent with viewers' self-concept. However, brand preference and purchase intention were shown to be influenced by the self-congruency of an ad. © 1995 John Wiley & Sons, Inc.     

In-store quality (in)congruency as a driver of perceived legitimacy and shopping behavior

This research builds on the institutional theory literature to investigate the impact of retailer’s in-store quality (in)congruency on consumer shopping behavior. Specifically, considering the consensual view of legitimacy as a variable of main interest to explain organizational survival, this research focuses on legitimacy as the mediating variable explaining the effects of in-store quality (in)congruency on shopping behavior. Results from a scenario-based experiment show that in-store quality (in)congruency affects legitimacy such that when merchandise quality is low, a high store environment quality leads to lower legitimacy. Also, the results show that legitimacy acts as a mediator that induces a decrease in shopping behavior. By highlighting perceived legitimacy as the underlying mechanism explaining the effect of in-store quality incongruency on consumer behavior, this research offer new insights for retailers.     

Using social and consumer values to predict market‐place behaviour: questions of congruency

Social values and consumption values, although intricately linked, are not exactly the same. Nonetheless, marketers contend that the central premise of social value monitoring is that, if one understands people’s values, one can better predict how they will behave in the market‐place. This paper challenges this assumption because policy analysts and industries are relying on both the consumer and social value profiles at a time when society and the market‐place are undergoing a profound transition. Using Canada as a case study, the general societal values of consumers identified by pollsters are discussed relative to nine consumer values espoused by marketers. This comparative analysis suggests that many of Canadians’ alleged consumer values seem to be in direct conflict with their espoused social values. This conclusion implies that the validity of using social values as a proxy variable or predictor for consumer values needs to be examined by researchers and policy analysts. Also, future dialogue needs to occur about adhering to the convention of monitoring social and consumer values using public opinion polls while not marrying this process with public judgement dialogues. Finally, other countries are urged to examine the situation in their market‐place so as to facilitate cross‐cultural comparative analysis of consumer market‐place values.     

Service quality and the congruency of employee perceptions and customer expectations: The case of an electric utility

Understanding how the quality of customer service is impacted by employees is essential to managing and improving customer service quality. This article develops a model that looks at the relationship between a series of two important customer service gaps. The first series of gaps (service provider gaps) is a result of the difference between consumers' and employees' expectations based on various dimensions of the customer service encounter. The second series of gaps (service quality gaps) occur when a difference exists between consumer expectations and the service they actually receive based on specific aspects of the customer service encounter. This study found a positive significant relationship between these two series of gaps. This significant relationship provides empirical evidence as to the importance of keeping employees informed about the expectations of consumers. © 1995 John Wiley & Sons, Inc.     

Ad–self‐congruency effects: Self‐enhancing cognitive and affective mechanisms

This article explores how the drive for self‐enhancement influences responses to ads depicting images that are self‐congruent along the dimensions of femininity and individualism/collectivism. Participants' schematics on the portrayed dimension were found to exhibit higher levels of cognitive self‐referencing and positive affect when the ad image was congruent with their ideal self‐schemata than when it was not. Greater self‐referencing and positive affect were found, in turn, to promote more favorable ad attitudes, thereby resulting in more positive brand attitudes. © 2005 Wiley Periodicals, Inc.     

Effects of culturally verbal and visual congruency/incongruency across cultures in a competitive advertising context

Existing consumer behavior theories suggest that consumers tend to recognize, better comprehend, and respond favorably to information that is both relevant and consistent with their beliefs and values. This study extends these theories by employing cultural arguments and pictures to examine the effects of culturally verbal and visual congruency/incongruency on consumer ad and brand attitudes in multiple-ad and multiple-brand environments. The studies were conducted with subjects in Canada and China. The results suggest that, when the contrast ad is culturally incongruent, an ad containing a culturally congruent argument and congruent picture elicits the most positive responses, compared to other ads with different combinations of arguments and pictures. However, an ad containing a culturally incongruent argument and incongruent picture also elicits more positive responses than an ad with a culturally congruent argument and incongruent picture or a culturally incongruent argument and congruent picture.     

The moderating influence of ad framing for ad–self‐congruency effects

Prior research indicates that ad–self‐congruency effects are significant only when participants are not motivated to process ad messages, as when they are in a positive rather than negative affective state (Chang, 2002a). In line with this reasoning, it was expected that ad tactics such as ad framing that can evoke emotional responses would determine reliance on ad–self‐congruency for making judgments. As expected, when positive emotions were evoked by positive ad framing, participants formed brand evaluations based on ad–self‐congruency, generating more positive responses to self‐congruent ad messages than to self‐incongruent messages. In contrast, when negative emotions were elicited by negative ad framing, responses to self‐congruent ad messages and self‐incongruent messages were not significantly different. © 2005 Wiley Periodicals, Inc.     

Disentangling location-based advertising: the effects of location congruency and medium type on consumers' ad attention and brand choice

Research on location-based advertising (LBA) suggests that the merits of LBA lie in the fact that consumers can be targeted with location-congruent ads on their personal mobile devices. However, LBA consists of two underlying constructs: a mobile (vs. point-of-sales) advertising medium and location congruency (vs. location incongruency). This study aims to disentangle these underlying constructs by showing that they differentially affect the efficacy of an ad. Using a virtual reality lab experiment, this study shows that location-congruent ads result in increased choice for the target brand as compared to location-incongruent ads, independent of medium type. However, in location-incongruent situations, mobile ads attracted more attention than point-of-sales display ads. The advantages of LBA thus do not seem to emanate from medium type, but rather from the congruency between the ad and product location. When the ad is received at a different location than the product, the mobile medium is able to enhance consumers' ad attention.     

Perceptions of assortment variety: The effects of congruency between consumers’ internal and retailers’ external organization

This research shows that consumers’ perceptions of variety and satisfaction are dependent upon how the assortment is organized, both internally by the consumer and externally by the retailer. The results of three laboratory studies indicate that for familiar categories, congruency between a consumer's internal categorization structure and the external store layout leads to higher perceptions of variety and higher satisfaction with product choices, while for unfamiliar product categories, congruency between shopping goals and external structure leads to lower perceptions of variety but increased satisfaction with the store's assortment. However, if retailers institute external category filters congruent with consumers’ internal shopping goals that allow them to bypass products, consumers have both lower variety perceptions and satisfaction with the assortment offering.     

Positive gender congruency effects on shopper responses: Field evidence from a gender egalitarian culture

This field study examined how customer-employee interactions are affected by the congruency between an employee's gender and the perceived gender image of the consumption context in one of the most gender equal cultures in the world (Scandinavia). Mystery shoppers had a service encounter with an employee across a set of physical commercial settings that were classified according to their gender image. The mystery shoppers noted the gender of the employee, provided employee evaluations, and indicated word-of-mouth (WOM) ratings. Shoppers who had a gender congruent service encounter (e.g., a female employee in a “feminine” consumption context) reported more favorable employee evaluations and WOM ratings than shoppers who had a gender incongruent service encounter (e.g., a female employee in a “masculine” consumption context), with the impact of gender congruency on WOM ratings mediated by employee evaluations, particularly with respect to competence inferences. These findings highlight the ethical dilemma of a positive gender congruency effect, as it can generate superior consumer responses but also risks resulting in gender occupational segregation.     

Do as You Say,or I Will: Retail signal congruency in buy-online-pickup-in-store and negative word-of-mouth

Buy-online-pickup-instore (BOPIS) services have become an increasingly important part of a retailer's omnichannel strategy. When service failures (e.g., stock-out) occur, consumers may resort to negative word-ofmouth (NWOM) to share their evaluation of the retailer's BOPIS service. While a retailer's service recovery policies (e.g., cross-channel substitution) may help to fulfill its service intent, the extent to which these two signals can improve consumer satisfaction and diminish their NWOM intent remains unknown. Drawing from both service recovery literature and signaling theory, we conducted a series of five experiments and find that the intradimensional congruity of the signal set communicated by the retailer during its BOPIS service process depends on both its operational capability and the consumer's own predilection regarding the product category. These insights collectively indicate that while a retailer's operations need to support service policies to provide a congruous BOPIS service process, substitution policies offered to consumers during the transaction need to consider the extent to which a consumer's purchase decision is hedonic or utilitarian. In turn, this finding suggests that a retailer's category management needs to consider BOPIS substitution in terms of both product assortment and inventory policies.     

Exploring the effects of for‐profit and nonprofit size congruency: An exchange perspective on cause‐related marketing

Prior research on cause‐related marketing (CM) shows that congruencies between for‐profit and nonprofit organizational missions and target markets affect consumers' perceptions of the partnership fit, and their subsequent response to CM promotions. The current work explores how congruencies between for‐profit and nonprofit sizes influence consumers' perceptions of the partnership fit, and subsequently, their attitudes toward CM efforts. Study 1 shows that consumers perceive a low degree of organizational partnership fit between a small for‐profit and large nonprofit (relative to other partnership configurations). Study 2 shows the nature of donated resources can affect organizational partnership fit perceptions, such that donations of needed goods (vs. money) can improve consumers' perceptions of partnership fit between a small for‐profit and large nonprofit. Study 3 shows that organizational cause congruency and organizational size both independently contribute to perceptions of organizational partnership fit.     

The efficacy of cause-related marketing within a social network: The effects of congruency,corporate credibility,familiarity of cause brands,and perceived altruistic motive

This study investigates the value of cause-related marketing (CRM) effects by constructing a theoretical model within a social network site. This study aims to evaluate the effects of congruence, brand credibility, and cause brand familiarity within consumer sentiment with regard to a brand collaborating with a cause. A 2?×?2?×?2 factorial experiment design was implemented to investigate the significance of the relationship between consumer attitudes toward a brand, perceived motives, and intention to spread the campaign. The study proposed a two-stage moderated mediation model. The study generated significant results from three-way interactions among the key variables on attitude toward a brand. For participants who were exposed to familiar cause brands, there existed an interaction between congruence and credibility, such that in conditions of high credibility, congruence led to a significantly higher attitude toward the brand than incongruence. However, in conditions of low credibility, attitude toward the brand was very similar for congruent brands and incongruent brands. In addition, the results showed that the effect of attitude toward a brand on behavioral intention was moderated by perceived altruistic motive. This study presents interesting implications for future CRM campaigns.     

建设城乡食品药品监督管理体系的实践与探索

针对如何建设城乡食品药品监督管理体系的体系,结合工作实际和调查研究,探索提出一些新的思路。     

会计审计与质量审核的完整性及差异分析

本文论述了会计审计与质量审核的完整性及差异分析.对财政部门履行财政监督职责,以确保财政资金分配和使用的合规性;税务部门履行税收监督职责,以确保纳税人纳税的及时性、完整性.指出了质量管理中相对于经济管理的不足和可以借鉴与改进的方向,以便使质量审核活动更有效率和更简化.