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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS

How Can You Activate ‘Incongruence’ in ‘Customized Communications’

Through African-American Stereotypes? Measuring ‘Customized

Communication Incongruity’ in Advertising

Author(s): Anshu Saxena Arora, Jun Wu

Citation: Anshu Saxena Arora, Jun Wu, (2012) "How Can You Activate ‘Incongruence’ in ‘Customized Communications’ Through African-American Stereotypes? Measuring ‘Customized

Communication Incongruity’ in Advertising," Journal of Marketing Development and Competitiveness, Vol. 6, Iss. 5, pp. 83 - 106

Article Type: Research paper

Publisher: North American Business Press

Abstract:

There has been a growing stream of research on advertising incongruity when targeting different cultures

and stereotypes. We conceptualize that stereotypical activation through print advertisements generates

Customized Communication Incongruity (CCI), leading to both positive and negative impacts on ad-

evoked feelings and overall brand equity. The research proposes and measures Customized

Communication Incongruity (CCI) between the ad-message and commonly known African-American

cultural stereotypes through ‘STAR’ framework [Stereotypes (S), Theme (T), Agreement (A) and

Relevance (R)], which makes our research ‘first’ in the field of measuring advertising incongruity

through stereotypes. We implement Structural Equation Modeling to examine the hypothesis measuring

CCI and its effects on ad-evoked feelings and consumer-based brand equity. The research has strong

academic and practical implications for researchers, academicians and practitioners as both positive and

negative stereotypes were found to significantly impact ad-evoked feelings and brand equity.