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As marketers, we can often affect awareness and memory retrieval when our marketing messages either are congruent with our beliefs, or when they stand out

As marketers, we can often affect awareness and memory retrieval when our marketing messages either are congruent with our beliefs, or when they stand out in stark contrast to our expectations. Doing the opposite of what is expected is better known as:
The Image Congruence Hypothesis
The von Restorff Effect
The Dissociative Paradigm
The Compulsive Consumption Paradox
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