The semantic congruity effect is exhibited when adults are asked to compare pairs of items from a series, and their response is faster when the direction of the comparison coincides with the location of the stimuli in the series. For example, people are faster at picking the bigger of 2 big items than the littler of 2 big items. In the 4 experiments presented, adults were taught new dimensional...

Brand communication through advertising plays an important role in developing strong brands in emerging markets, especially in India. This chapter investigates how ethnocentrism moderates the effects of advertising adaptation levels (globalization, glocalization, and localization) on Indian consumers’ ad evaluation and self-brand congruity. It uses self-brand congruity to explain the psychologi...

The same core set of cross-sensory correspondences connecting stimulus features across different sensory channels are observed, regardless of the modality of the stimulus with which the correspondences are probed. This observation suggests that correspondences involve modality-independent representations of aligned conceptual feature dimensions and predicts a size-brightness correspondence in w...

A low-contact stress, high-congruity, mobile-bearing patellofemoral joint arthroplasty decreases the contact force in the patellofemoral joint, theoretically reducing patellar polyethylene wear and increasing implant longevity. This article describes the case of a 47-year-old obese woman who presented with pain and loss of extension after a low-contact stress, high-congruity, mobile-bearing pat...

Gamma-band responses (GBRs) are hypothesized to reflect neuronal synchronous activity related to activation of object representations. However, it is not known whether synchrony in the gamma range is also related to multisensory object processing. We investigated the effect of semantic congruity between auditory and visual information on the human GBR. The paradigm consisted of a simultaneous p...

This study investigates the effect of brand authenticity as a mediator self-congruity relationships on coffee shops consumer loyalty. Data obtained by cross-sectional method with convenience/accidental sampling through an online survey platform. Four hundred thirty responses (44.4% male) were collected from consumers various brands located in DIY. The mediation hypothesis was tested using boots...

This note demonstrates how performance measure congruity and noise determine an agency’s total surplus within an linear agency framework with multiple tasks. It provides a decomposition of agency costs, leading back to a congruity index previously proposed in the literature. In addition, it generalizes this index to a more general cost function, thereby highlighting the context specificity of t...

The meaning of a visual scene influences the identification of visual objects embedded in it. We investigated the nature and time course of scene effects on object identification by recording event-related brain potentials (ERPs) and response times (RTs). In three experiments, participants identified objects within a scene that were either semantically congruous (e.g., a pot in a kitchen) or in...