Conceptual Coherence of Print Advertisements: Effects of Brand Knowledge, Cognitive Resources and Emotion

Magdalena Gąsiorowska , Alicja Grochowska


The research examines conceptual coherence of print advertisements considering brand knowledge, cognitive resources and emotions. The theoretical background are theories of conceptual coherence. Results show the significance of knowledge of the brand (referring to private theories) and cognitive resources (integrative processes) in perceived coherence of advertisements. Relationships between ads’ coherence and emotions are explained.
Author Magdalena Gąsiorowska (Wydział Psychologii)
Magdalena Gąsiorowska,,
- Wydział Psychologii
, Alicja Grochowska (Wydział Psychologii)
Alicja Grochowska,,
- Wydział Psychologii
Publication size in sheets0.5
Book Veer Ekant, Ballantine Paul W., Ozanne Lucie K. (eds.): Asia-Pacific Advances in Consumer Research, vol. Asia-Pacific Advances in Consumer Research, no. 10 , 2013, Association for Consumer Research, ISBN 978-0-91555271-9, 463 p.
Languageen angielski
Grochowska-Gasiorowska-ACR-Book-Final-2013.pdf of 14-09-2015
1.13 MB
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Scan_gasiorowska_all.pdf 271.18 KB
Score (nominal)5
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