The impact of narrator age congruity on responses to a radio advertisement
This study assessed the impact of the congruity between the actual age of the participants and the perceived age of narrator voices upon responses to a radio advertisement for a fictitious university. Attribute transfer caused by stereotypical age perceptions provided the explanation for results ind...
| Main Authors: | , |
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| Format: | Journal Article |
| Published: |
Routledge
2011
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| Online Access: | http://hdl.handle.net/20.500.11937/22428 |
| _version_ | 1848750867888472064 |
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| author | Oakes, S. North, Adrian |
| author_facet | Oakes, S. North, Adrian |
| author_sort | Oakes, S. |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | This study assessed the impact of the congruity between the actual age of the participants and the perceived age of narrator voices upon responses to a radio advertisement for a fictitious university. Attribute transfer caused by stereotypical age perceptions provided the explanation for results indicating that an incongruous (older) narrator significantly reduced perceptions of the image attractiveness of the advertised university. Likelihood of application and recall of advertisement content were revealed to be positive functions of the congruity between the actual age of the participants andthe perceived age of the narrator. Stereotype theory explained results revealing how the incongruous narrator made the university appear significantly more attractive to mature students (aged over 29). Although this study identified positive results in using congruous advertising stimuli, it acknowledges the possible benefits of incongruous stimuli (e.g. in terms of attention gain and creative communication). |
| first_indexed | 2025-11-14T07:43:40Z |
| format | Journal Article |
| id | curtin-20.500.11937-22428 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T07:43:40Z |
| publishDate | 2011 |
| publisher | Routledge |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-224282017-09-13T13:53:47Z The impact of narrator age congruity on responses to a radio advertisement Oakes, S. North, Adrian This study assessed the impact of the congruity between the actual age of the participants and the perceived age of narrator voices upon responses to a radio advertisement for a fictitious university. Attribute transfer caused by stereotypical age perceptions provided the explanation for results indicating that an incongruous (older) narrator significantly reduced perceptions of the image attractiveness of the advertised university. Likelihood of application and recall of advertisement content were revealed to be positive functions of the congruity between the actual age of the participants andthe perceived age of the narrator. Stereotype theory explained results revealing how the incongruous narrator made the university appear significantly more attractive to mature students (aged over 29). Although this study identified positive results in using congruous advertising stimuli, it acknowledges the possible benefits of incongruous stimuli (e.g. in terms of attention gain and creative communication). 2011 Journal Article http://hdl.handle.net/20.500.11937/22428 10.1080/13527260903411780 Routledge restricted |
| spellingShingle | Oakes, S. North, Adrian The impact of narrator age congruity on responses to a radio advertisement |
| title | The impact of narrator age congruity on responses to a radio advertisement |
| title_full | The impact of narrator age congruity on responses to a radio advertisement |
| title_fullStr | The impact of narrator age congruity on responses to a radio advertisement |
| title_full_unstemmed | The impact of narrator age congruity on responses to a radio advertisement |
| title_short | The impact of narrator age congruity on responses to a radio advertisement |
| title_sort | impact of narrator age congruity on responses to a radio advertisement |
| url | http://hdl.handle.net/20.500.11937/22428 |