Loef, J.

brand schema advertising consumer ad schema brand schema product incongruity attitude evaluation transformational rp grid processing information research category effect hedonic experiment purchase incongruent expectation motivation perception brand purchase motivation ad processing product category theory study hypothesis marketing purchase motivation deodorant consumer research ad evaluations knowledge journal brand attitude thought consumer expectations transformational ads relevancy result transformational ad combination product categories content table measure attribute ad appeal drink advertising expectations subject expectancy categorization description appeal hedonic brand condition schema theory rossiter interaction mismatching hypotheses effectiveness execution salience manipulation affective yogurt brand attitudes management transformational advertising chapter belief benefit information processing change advertising effectiveness