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 psychologica...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2020
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| Online Access: | https://eprints.nottingham.ac.uk/61881/ |