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One of the most commonly applied paradigms to study information incongruity has been developed by George Mandler (1982),who focuses on the cognitive elaboration and the affective outcomes produced by different levels of schema incongruity. The basic premise of his theory is that increases in the level of incongruity between a stimulus and an existing schema lead to heightened cognitive arousal, which consequently increases the extremity of evaluations.Whether an evaluation becomes relatively more or less favorable depends on how easily incongruities can be successfully resolved. In more detail, according to Mandler, congruent information is easily processed and predictable. It does not generate additional arousal and results to mild responses, equal to a basic sense of liking. In contrast, schema incongruent stimuli attract attention and increase people’s cognitive arousal as they attempt to resolve inconsistencies (Heckler and Childers 1992). When incongruity is moderate, the psychological reward produced by successfully resolving inconsistencies results in more favorable responses. However, when incongruity becomes severe people are most likely not willing to invest the significant amount of psychological resources necessary to accommodate the extremely inconsistent pieces of information. Reluctance or inability to spend time and effort on the processing of the incoming data and the revision of the existing knowledge obstruct people from interpreting information and finally reduces the favorability of evaluations. |
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