Transactional Analysis as a Congruity Paradigm for Advertising Recall
- 1 June 1980
- journal article
- research article
- Published by Taylor & Francis in Journal of Advertising
- Vol. 9 (2) , 37-45
- https://doi.org/10.1080/00913367.1980.10673318
Abstract
A laboratory experiment was conducted to examine the impact of ego state congruity, as defined by transactional analysis, among three elements in an ad: vehicle, ad message, and product. The data support the notion that the greater the number of congruent elements, the higher the recall. A partial replication was conducted which supported this finding.Keywords
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