Men om skiten är fin då -En studie om estetikens inverkan på inkongruensens effekter inom marknadsföring

Sammanfattning: Established brands often market themselves in the same way as they've always done. There are two main reasons for this, it has worked before and general marketing strategies tells them to do so. However, a fairly new branch of marketing research have found that incongruent marketing may be a better way for an established brand to communicate to their target groups. This thesis is all about incongruency. Previous research in the area of incongruency have never dealt with aesthetics of the incongruent ads. Therefore, this thesis aims to give an understanding of the positive incongruency effects and if they are affected by the ads aesthetics. The results implicate that the aesthetics of the ad do have an impact of the incongruency effects. In the field of brand attitude the ad needs to be pretty, however in attitudes towards ad and product no conclusions of the aesthetics can be drawn.