Trente ans de travaux contradictoires sur l'influence de la congruence perçue par le consommateur: synthèse,limites et voies de recherche

Abstract

Cet article propose une synthèse critique sur la congruence et son influence. La littérature est abondante mais contradictoire du fait d'une appréhension parfois contestable du concept de congruence et d'une attention insuffisante aux processus modérateurs. Des pistes de recherche sont suggérées pour identifier dans quelles conditions l'incongruence modérée est plus efficace que la congruence.

Keywords

Congruence incongruence incongruence modérée traitement de l'information motivation à traiter l'information capacité à traiter l'information prédisposition à l'égard de l'incongruence

Get full access to this article

View all access options for this article.

References

Aaker

D.A.

Keller

K.L.

(1990), Consumer evaluations of brand extensions, Journal of Marketing, 54, 1, 27–41.

Aaker

J.L.

Sengupta

(2000), Additivity versus attenuation: the role of culture in the resolution of information incongruity, Journal of Consumer Psychology, 9, 2, 67–82.

Alba

Hutchinson

J.W.

(1987), Dimensions of consumer expertise, Journal of Consumer Research, 13, 4, 411–454.

Anderson

J.R.

(1983), A spreading activation theory of memory, Journal of Verbal Learning and Verbal Behavior, 22, 3, 261–295.

Arias-Bolzmann

Chakraborty

Mowen

J.C.

(2000), Effects of absurdity in advertising: the moderating role of product category attitude and the mediating role of cognitive responses, Journal of Advertising, 29, 1, 35–50.

Aurier

Fort

(2005), Effets de la région d'origine, du produit, de la marque et de leur congruence sur l'évaluation des consommateurs: application aux produits agro-alimentaires, Recherche et Applications en Marketing, 20, 4, 29–52.

Aylesworth

A.B.

MacKenzie

S.B.

(1998), Context is key: the effect of program-induced mood on thoughts about the ad, Journal of Advertising, 27, 2, 17–31.

Bandura

(1977), Self-efficacy: toward a unifying theory of behavioral change, Psychological Review, 84, 2, 191–215.

Batra

Ray

M.L.

(1986), Affective responses mediating acceptance of advertising, Journal of Consumer Research, 13, 2, 234–249.

10.

Berlyne

D.E.

(1960), Conflict, arousal and curiosity, New York, NY, McGraw-Hill.

11.

Bosmans

(2006), Scents and sensibility: when do (in)congruent ambient scents influence product evaluation?, Journal of Marketing, 70, 3, 32–43.

12.

Boush

D.M.

Loken

(1991), A process-tracing study of brand extension evaluation, Journal of Marketing Research, 28, 1, 16–28.

13.

Bower

G.H.

(1981), Mood and memory, American Psychologist, 36, 2, 129–148.

14.

Bridges

Keller

K.L.

Sood

(2000), Communication strategies for brand extensions: enhancing perceived fit by establishing explanatory links, Journal of Advertising, 29, 4, 1–11.

15.

Cacioppo

J.T.

Petty

R.E.

(1982), The need for cognition, Journal of Personality and Social Psychology, 42, 1, 116–131.

16.

Campbell

M.C.

(1995), When attention-getting advertising tactics elicit consumer inferences of manipulative intent: the importance of balancing benefit and investments, Journal of Consumer Psychology, 4, 3, 225–254.

17.

Campbell

M.C.

Goodstein

R.C.

(2001), The moderating effect of perceived risk on consumers’ evaluations of product incongruity: preference for the norm, Journal of Consumer Research, 28, 3, 439–449.

18.

Cegarra

J.-J.

Michel

(2001), Co-branding: clarification du concept, Recherche et Applications en Marketing, 16, 4, 57–69.

19.

Childers

T.L.

Houston

M.J.

Heckler

S.E.

(1985), Measurement of individual differences in visual versus verbal information processing, Journal of Consumer Research, 12, 2, 125–134.

20.

Collins

A.M.

Loftus

E.F.

(1975), A spreading activation theory of semantic processing, Psychological Review, 82, 6, 407–428.

21.

Cox

D.F.

(1967), Risk taking and information handling in consumer behavior, Boston, MA: Harvard University, Division of Research.

22.

D'Astous

Bitz

(1995), Consumer evaluations of sponsorship programmes, European Journal of Marketing, 29, 12, 6–22.

23.

Dahlén

Lange

(2004), To challenge or not to challenge: ad-brand incongruency and brand familiarity, Journal of Marketing Theory et Practice, 12, 3, 20–35.

24.

Eagly

Chaiken

(1993), The psychology of attitudes, Orlando, FL, Harcourt Brace.

25.

Edell

J.A.

Staelin

(1983), The information processing of pictures in print advertisements, Journal of Consumer Research, 10, 1, 45–61.

26.

Edwards

S.M.

Lee

J.H.

(2002), Forced exposure and psychological reactance: antecedents and consequences of the perceived intrusiveness of pop-up ads, Journal of Advertising, 31, 3, 83–95.

27.

Festinger

(1957), A theory of cognitive dissonance, New York, Harper et Row.

28.

Freedman

J.L.

(1964), Involvement, discrepancy and change, Journal of Abnormal and Social Psychology, 69, 290–295.

29.

Friestad

Wright

(1994), The persuasion knowledge model: how people cope with persuasion attempts, Journal of Consumer Research, 21, 1, 1–31.

30.

Gick

M.L.

Holyoak

K.J.

(1983), Schema induction and analogical transfer, Cognitive Psychology, 15, 1, 1–38.

31.

Glynn

M.A.

Webster

(1992), The adult playfulness scale: an initial assessment, Psychological Reports, 71, 1, 83–104.

32.

Goodstein

R.C.

(1993), Category-based applications and extensions in advertising: motivating more extensive ad processing, Journal of Consumer Research, 20, 1, 87–99.

33.

Grice

H.P

(1975), Logic and conversation, in Cole

P.C.

Morgan

J.L.

(coord.), Syntax and semantics III: speech acts, New York, Academic Press, 41–58.

34.

Gronhaug

(1974), Some factors influencing the size of the buyer's evoked set, European Journal of Marketing, 7, 232–241.

35.

Gürhan-Canli

Maheswaran

(1998), The effects of extensions on brand name dilution and enhancement, Journal of Marketing Research, 35, 4, 464–473.

36.

Hastie

(1980), Memory for information which confirms or contradicts a general impression, in Hastie

Ostrom

T.M.

Ebbesen

E.B.

Wyer

R.S.

Hamilton

D.L.

Carlston

D.E.

(coord.), Person memory: the cognitive basis of social perception, Hillsdale, NJ, Erlbaum, 155–177.

37.

Hastie

Kumar

P.A.

(1979), Person memory: personality traits as organizing principles in memory for behaviors, Journal of Personality and Social Psychology, 37, 1, 25–38.

38.

Heckler

S.E.

Childers

T.L.

(1992), The role of expectancy and relevancy in memory for verbal and visual information: what is incongruency?, Journal of Consumer Research, 18, 4, 475–492.

39.

Heider

(1946), Attitudes and cognitive organization, The Journal of Psychology, 21, 1, 107–112.

40.

Herr

P.M.

(1989), Priming price: prior knowledge and context effects, Journal of Consumer Research, 16, 1, 67–75.

41.

Houston

M.J.

Childers

T.L.

Heckler

S.E.

(1987), Picture-word consistency and elaborative processing of advertisements, Journal of Marketing Research, 24, 4, 359–369.

42.

Hovland

C.I.

Harvey

O.J.

Sherif

(1957), Assimilation and contrast effects in reactions to communication and attitude change, Journal of Abnormal And Social Psychology, 55, 2, 244–252.

43.

Isen

A.M.

Daubman

K.A.

Nowicki

G.P.

(1987), Positive affect facilitates creative problem solving, Journal of Personality and Social Psychology, 52, 6, 1122–1131.

44.

Isen

A.M.

Means

Patrick

Nowicki

G.P.

(1982), Some factors influencing decision-making strategy and risk taking, in Clark

Fiske

(coord.), Affect and cognition, Hillsdale, NJ, Lawrence Erlbaum Associates, 243–261.

45.

Jain

S.P.

Maheswaran

(2000), Motivated reasoning: a depth-of-processing perspective, Journal of Consumer Research, 26, 4, 358–371.

46.

Kagan

Rosman

B.L.

Day

Albert

Philipps

(1964), Information processing in the child: significance of analytic and reflective attitudes, Psychological Monographs, 78, 1.

47.

Kellaris

J.J.

Mantel

S.P.

(1996), Shaping time perceptions with background music: the effect of congruity and arousal on estimates of ad durations, Psychology et Marketing, 13, 5, 501–515.

48.

Kim

John

D.R.

(2008), Consumer response to brand extensions: construal level as a moderator of the importance of perceived fit, Journal of Consumer Psychology, 18, 2, 116–126.

49.

Klink

R.R.

Smith

D.C.

(2001), Threats to the external validity of brand extension research, Journal of Marketing Research, 38, 3, 326–335.

50.

Kruglanski

A.W.

(1990), Lay epistemic theory in social-cognitive psychology, Psychological Inquiry, 1, 3, 181–197.

51.

Lane

V.R.

(2000), The impact of ad repetition and ad content on consumer perceptions of incongruent extensions, Journal of Marketing, 64, 2, 80–91.

52.

Lee

(1995), Effects of schema congruity and involvement on product evaluations, Advances in Consumer Research, 22, 210–216.

53.

Lee

Y.H.

Mason

(1999), Responses to information incongruency in advertising: the role of expectancy, relevancy, and humor, Journal of Consumer Research, 26, 2, 156–169.

54.

Lee

E.J.

Schumann

D.W.

(2004), Explaining the special case of incongruity in advertising: combining classic theoretical approaches, Marketing Theory, 4, 1/2, 59–90.

55.

Loken

(2006), Consumer psychology: categorization, inferences, affect and persuasion, Annual Review of Psychology, 57, 1, 453–85.

56.

MacClelland

D.C.

Atkinson

J.W.

Clark

R.A.

Lowell

E.L.

(1953), The achievement motive, New York, Appleton-Century-Crofts.

57.

McDonald

(1991), Sponsorship and the image of the sponsor, European Journal of Marketing, 25, 11, 30–38.

58.

MacKie

D.M.

Worth

L.T.

(1989), The impact of distraction on the processing in category-based and attribute-based evaluations, Basic and Applied Social Psychology, 11, 3, 255–271.

59.

McQuarrie

E.F.

Mick

D.G.

(1992), On resonance: a critical pluralistic inquiry into advertising rhetoric, Journal of Consumer Research, 19, 2, 180–197.

60.

McInnis

Jaworski

(1989), Information processing from advertisements: toward an integrative framework, Journal of Marketing, 53, 4, 1–23.

61.

McInnis

Moorman

Jaworski

(1991), Enhancing and measuring consumers’ motivation, opportunity and ability to process brand information from ads, Journal of Marketing, 55, 4, 32–53.

62.

Maheswaran

Chaiken

(1991), Promoting systematic processing in low-motivation settings: effect of incongruent information on processing and judgment, Journal of Personality et Social Psychology, 61, 1, 13–25.

63.

Mandler

(1982), The structure of value: accounting for taste, in Clark

M.C.

Fiske

S.T.

(coord.), Actes du 17th Annual Carnegie Symposium on Cognition, Hillsdales, NJ, Erlbaum, 3–36.

64.

Martin

L.L.

Seta

J.J.

Crelia

R.A.

(1990), Assimilation and contrast as a function of people's willingness and ability to expend effort in forming an impression, Journal of Personality and Social Psychology, 59, 1, 27–37.

65.

Martin

I.M.

Stewart

D.W.

(2001), The differential impact of goal congruency on attitudes, intentions, and the transfer of brand equity, Journal of Marketing Research, 38, 4, 471–484.

66.

Masterson

(2005), The importance of creative match in television sponsorship, International Journal of Advertising, 24, 4, 505–526.

67.

Meyers-Levy

Sternthal

(1993), A two-factor explanation of assimilation and contrast effects, Journal of Marketing Research, 30, 3, 359–368.

68.

Meyers-Levy

Tybout

A.M.

(1989), Schema congruity as a basis for product evaluation, Journal of Consumer Research, 16, 1, 39–54.

69.

Meyers-Levy

Louie

T.A.

Curren

M.T.

(1994), How does the congruity of brand names affect evaluations of brand name extensions?, Journal of Applied Psychology, 79, 1, 46–53.

70.

Monga

A.B.

John

D.R.

(2007), Cultural differences in brand extension evaluation: the influence of analytic versus holistic thinking, Journal of Consumer Research, 33, 4, 529–536.

71.

Morales

Kahn

B.E.

McAlister

Broniarczyk

S.M.

(2005), Perceptions of assortment variety: the effects of congruency between consumers’ internal and retailers’ external organization, Journal of Retailing, 81, 2, 159–169.

72.

Morrin

Ratneshwar

(2000), The impact of ambient scent on evaluation, attention, and memory for familiar and unfamiliar brands, Journal of Business Research, 49, 2, 157–165.

73.

Mothersbaugh

D.L.

Huhmann

B.A.

Franke

G.R.

(2002), Combinatory and separative effects of rhetorical figures on consumers’ effort and focus in ad processing, Journal of Consumer Research, 28, 4, 589–602.

74.

Nan

(2006), Affective cues and brand-extension evaluation: exploring the influence of attitude toward the parent brand and attitude toward the extension ad, Psychology et Marketing, 23, 7, 597–616.

75.

Nowlis

S.M.

Shiv

(2005), The Influence of consumer distractions on the effectiveness of food-sampling programs, Journal of Marketing Research, 42, 2, 157–168.

76.

Ozanne

J.L.

Brucks

Grewal

(1992), A study of information search behavior during the categorization of new products, Journal of Consumer Research, 18, 4, 452–463.

77.

Park

C.W.

Milberg

Lawson

(1991), Evaluation of brand extensions: the role of product feature similarity and brand concept consistency, Journal of Consumer Research, 18, 2, 185–193.

78.

Peracchio

L.A.

Tybout

A.M.

(1996). The moderating role of prior knowledge in schema-based product evaluation. Journal of Consumer Research, 23, 3, 177–192.

79.

Petty

R.E.

Cacioppo

J.T.

(1986), The elaboration likelihood model of persuasion, Advances in experimental social psychology, Leonard Berkowitz, 19, New York, Academic Press, 123–205.

80.

Petty

R.E.

Cacioppo

J.T.

(1984), The effects of involvement on responses to argument quantity and quality: central and peripheral routes to persuasion, Journal of Personality and Social Psychology, 46, 1, 69–81.

81.

Petty

R.E.

Cacioppo

J.T.

Schumann

(1993), Central and peripheral routes to advertising effectiveness: the moderating role of involvement, Journal of Consumer Research, 10, 2, 135–146.

82.

Pinson

Malhotra

N.K.

Jain

A.K.

(1988), Les styles cognitifs des consommateurs, Recherche et Applications en Marketing, 3, 1, 53–73.

83.

Priester

J.R.

Godek

Nayakankuppum

D.J.

Kiwan

(2004), Brand congruity and comparative advertising: when and why comparative advertisements lead to greater elaboration, Journal of Consumer Psychology, 14, 1/2, 115–123.

84.

Roehm

M.L.

(2001), Instrumental vs. vocal versions of popular music in advertising, Journal of Advertising Research, 41, 3, 49–62.

85.

Rosch

Mervis

C.B.

(1975), Family resemblances: studies in the internal structure of categories, Cognitive Psychology, 7, 4, 573–605.

86.

Russell

C.A.

(2002), Investigating the effectiveness of product placements in television shows: the role of modality and plot connection congruence on brand memory and attitude, Journal of Consumer Research, 29, 3, 306–318.

87.

Schifferstein

Kole

Mojet

(1999), Asymmetry in disconfirmation of expectations for natural yogurt, Appetite, 32, 307–329.

88.

Schmitt

B.H.

Tavassoli

N.T.

Millard

R.T.

(1993), Memory for print ads: understanding relations among brand name, copy, and picture, Journal of Consumer Psychology, 2, 1, 55–81.

89.

Sengupta

Johar

G.V.

(2002), Effects of inconsistent attribute information on the predictive value of product attitudes: toward a resolution of opposing perspectives, Journal of Consumer Research, 29, 1, 39–56.

90.

Shamdasani

P.N.

Stanaland

A.J.S.

Tan

(2001), Location, location, location: insights for advertising placement on the web, Journal of Advertising Research, 41, 4, 7–21.

91.

Sharma

Durand

R.M.

Gur-Arie

(1981), Identification and analysis of moderator variables, Journal of Consumer Research, 18, 3, 291–300.

92.

Sheinin

D.A.

Schmitt

B.H.

(1994), Extending brands with new product concepts: the role of category attribute congruity, brand affect, and brand breadth, Journal of Business Research, 31, 1, 1–10.

93.

Sherif

Nebergall

(1965), Attitude and attitude change: the social judgment-involvement approach, Philadelphie, W.B. Saunders.

94.

Smith

R.E.

Chen

Yang

(2008), The impact of advertising creativity on the hierarchy of effects, Journal of Advertising, 37, 4, 47–61.

95.

Speed

Thompson

(2000), Determinants of sports sponsorship response, Journal of the Academy of Marketing Science, 28, 2, 226–238.

96.

Stayman

Alden

Smith

(1992), Some effects of schematic processing on consumer expectations and disconfirmation judgments, Journal of Consumer Research, 19, 2, 240–255.

97.

Srull

T.K.

(1981), Person memory: some tests of associative storage and retrieval models, Journal of Experimental Psychology: Human Learning and Memory, 7, 6, 440–463.

98.

Sujan

(1985), Consumer knowledge: effects on evaluation strategies mediating consumer judgments, Journal of Consumer Research, 12, 1, 31–46.

99.

Sujan

Bettman

J.R.

Sujan

(1986), Effects of consumer expectations on information processing in selling encounters, Journal of Marketing Research, 23, 4, 346–352.

100.

Toncar

Munch

(2001), Consumer responses to tropes in print advertising, Journal of Advertising, 30, 1, 55–65.

101.

Van Bergen

(1968), Task interruption, Amsterdam, North-Holland Publishing Company.

102.

Vernette

(2008), Les atouts et les pièges de la personnalité de marque, Décisions Marketing, 49, 19–31.

103.

Walchli

S.B.

(2007), The effects of between-partner congruity on consumer evaluation of co-branded products, Psychology et Marketing, 24, 11, 947–973.