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dc.contributor.authorOakes, S.
dc.contributor.authorNorth, Adrian
dc.date.accessioned2017-01-30T12:31:15Z
dc.date.available2017-01-30T12:31:15Z
dc.date.created2013-09-23T20:01:07Z
dc.date.issued2011
dc.date.submitted2014-03-14
dc.identifier.citationOakes, Steve and North, Adrian. 2011. The impact of narrator age congruity on responses to a radio advertisement. Journal of Marketing Communications. 17 (3): pp. 183-194.
dc.identifier.urihttp://hdl.handle.net/20.500.11937/22428
dc.identifier.doi10.1080/13527260903411780
dc.description.abstract

This study assessed the impact of the congruity between the actual age of the participants and the perceived age of narrator voices upon responses to a radio advertisement for a fictitious university. Attribute transfer caused by stereotypical age perceptions provided the explanation for results indicating that an incongruous (older) narrator significantly reduced perceptions of the image attractiveness of the advertised university. Likelihood of application and recall of advertisement content were revealed to be positive functions of the congruity between the actual age of the participants andthe perceived age of the narrator. Stereotype theory explained results revealing how the incongruous narrator made the university appear significantly more attractive to mature students (aged over 29). Although this study identified positive results in using congruous advertising stimuli, it acknowledges the possible benefits of incongruous stimuli (e.g. in terms of attention gain and creative communication).

dc.publisherRoutledge
dc.titleThe impact of narrator age congruity on responses to a radio advertisement
dc.typeJournal Article
dcterms.dateSubmitted2013-09-24
dcterms.source.volume17
dcterms.source.number3
dcterms.source.startPage183
dcterms.source.endPage194
dcterms.source.issn13527266
dcterms.source.titleJournal of Marketing Communications
curtin.digitool.pid192772
curtin.pubStatusPublished
curtin.department
curtin.identifier.scriptidPUB-HEA-SPS-JM-75528
curtin.accessStatusFulltext not available


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