The Role of Expectancy and Relevancy in Memory for Verbal and Visual Information: What is Incongruency?
- 1 March 1992
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 18 (4) , 475-492
- https://doi.org/10.1086/209275
Abstract
Three experiments are presented that investigate the effect of using incongruent information to improve the memorability of complex marketing communiKeywords
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