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Self-Image-Incongruence Theory of Individual Health

open access: yes
I propose that individual health is determined by self-image congruency, rather than the life aggressions themselves in a dominance hierarchy, and that intensity and duration of self-image incongruency — intensity of the identity crisis — is the overriding risk factor for succumbing to ill-health and death.
openaire   +1 more source

When Image Emotion Outpaces Text: The Role of Emotional Intensity Incongruity in Driving Engagement on Instagram

open access: yes
Drawing on Emotion As Social Information Theory, Cognitive Dissonance Theory, and the Elaboration Likelihood Model, we investigate how mismatched emotional intensity across visual and textual modalities impacts engagement.
Salehi, Masoud, Abbasi Bastami, Asal
core  

The Effectiveness of Advertising Matching Purchase Motivation

open access: yes
Several authors have proposed frameworks to help advertisers predict and plan advertising effectiveness. Rossiter and Percy's advertising grid (1997) recommends that the ad appeal should match the purchase motivation or attitude base.
Loef, J., Raaij, W.F. van, Antonides, G.
core  

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