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Dynamism and congruency : A study on the effects of dynamism and congruency on consumer attitude and recall

Ruiter, R.S. de (2019) Dynamism and congruency : A study on the effects of dynamism and congruency on consumer attitude and recall.

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Abstract:Purpose: This paper addresses the effects of dynamism and congruency between visual and verbal elements on consumers’ overall attitude and brand recall in a product package design context. This study tests the positive effects of dynamism due to increased engagement. Next, this research examines whether processing fluency due to congruency in meaning positively affects attitude and brand recall. Method: An experimental study was conducted whereby participants were randomly assigned to evaluate a product design, based on their first impression. Eight different product designs were developed, divided over two product types. Each product type had two congruent variants (entirely dynamic and entirely static) and two incongruent variants (combination of dynamic and static elements). Automatically, each product type had one entirely dynamic and one entirely static variant. Results: Results indicated that congruency does enhance brand recall. While no significant effects due to dynamism or enhanced attitude due to congruency were found. Furthermore, results indicated that visuals have a stronger effect on perceived dynamism than verbal elements. Conclusion: The positive effects of congruency on brand recall are a contribution to the literature in the area of processing fluency. However, most findings are in contradiction with the current literature in the area of dynamism and congruency. A variety of studies showed the positive effects of both processing fluency and engagement on consumers’ attitude and recall. This study raises the question whether the effects of dynamism and congruency are as straightforward as is suggested by previous studies. An important factor is personal interpretation, which can differ between visual and verbal elements (Eco, 1976). Therefore, affecting the processing fluency by meaning or even undermining perceived dynamism. Another factor that might have influenced the effect of congruency is the presence of personal ‘need for structure’ as suggested by Van Rompay et al. (2009). Their study indicated that the effect of congruence differ between people’s extent of information ambiguity in everyday life.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:70 social sciences in general
Programme:Communication Studies MSc (60713)
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