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ISSN : 1229-8778
This research proposes that consumers will react favorably to distinctive or unusual color names based on incongruity theory. Specifically, this research suggests that consumers will respond more favorably to moderate incongruous color names than congruous or extreme incongruous names. In addition, this research argues that this moderate incongruity effect will depend on individual traits such as construal-level based on construal-level theory. Using a study, moderate incongruous color names are preferred to congruous or extreme incongruous names making an inverted U shape between congruity level of color names and product attitude. In addition, high construal-level consumers react favorably to moderate incongruous color names more than congruous or extreme incongruous color names; while low construal-level consumers respond unfavorably to moderate and extreme incongruous color names including congruous color names equally.
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