Ironic effect on emotional response and attitude: moderating role of incongruity degree.

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Ironic effect on emotional response and attitude: moderating role of incongruity degree.

This dissertation probed the relationship between degree of incongruity, emotional response and attitude in an advertising context based on Mandler’s (1982) schema incongruity theory.The schema incongruity theory has been studied by psychologists to explain how it evokes people’s extra psychological...

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Bibliographic Details
Main Author:	Gu, Junwen
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2020
Online Access:	https://eprints.nottingham.ac.uk/61664/

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