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What Is Message Congruity, and How Does It Affect the Comprehension

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Essay

What is message congruity, and how does it affect the comprehension of a marketing message?


Definitions:

Defensive Self-Esteem

A form of self-esteem characterized by fragility and a high sensitivity to criticism and failure, often leading individuals to respond defensively to perceived threats to their self-image.

Situational Influences

External factors or conditions that affect an individual's behavior, decisions, and feelings in a specific context.

Drivers' Behavior

Pertains to the actions and reactions of drivers while operating a vehicle, often studied to improve road safety and reduce accidents.

Trait Heritability

The degree to which genetic differences among individuals contribute to individual differences in observed behavior or trait manifestation.

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