Incongruity in Advertising: A Detailed Examination of Consumer Responses to Background Music in Radio Advertisements and its Effects on Ad-Brand Memorability

Khan, Muhammad Ali (2025) Incongruity in Advertising: A Detailed Examination of Consumer Responses to Background Music in Radio Advertisements and its Effects on Ad-Brand Memorability. Doctoral thesis (PhD), Manchester Metropolitan University.

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Abstract

This thesis examines the use of incongruity in advertisements, with a particular focus on radio advertisements. It explores three main incongruity levels: congruent, moderate, and extreme incongruity. By integrating the Elaboration Likelihood Model of Persuasion and Mandler’s Schema Incongruity Processing Theory, the study investigates how varying levels of musical congruence affect consumer cognitive and emotional responses, with the aim of enhancing ad effectiveness and brand memorability. A mixed-method sequential design was employed, involving 27 semi-structured interviews and a survey of 210 respondents. Thematic analysis and Partial Least Squares Structural Equation Modeling (PLS-SEM) were used to analyse qualitative and quantitative data, respectively. The findings suggest that, in terms of incongruity, moderate incongruity was processed and resolved by respondents without any issues. Whereas extremely incongruent information in the ad caused the respondents to struggle, and the ad brand memorability was not established. Practical implications suggest that the advertiser can help in creating tailored content that aligns with the target audience’s interests and values, incorporating interactive elements that promote engagement and using emotional appeals to foster a stronger connection with the audience. By promoting a positive attitude through memorable and contextually relevant content, advertisers can build stronger brand associations and improve customer retention. The study offers a framework for designing ads that balance novelty and relevance, providing both theoretical insights and actionable strategies for enhancing advertising effectiveness.