Absurd advertisements are frequently used to attract consumers’ attention. This article suggests that such ads may be a double-edged sword. Absurdity evokes both positive ef-fects (resolving schema incongruence) and negative effects (cognitive overload), resulting in a curvilinear overall...

Absurd advertisements are frequently used to attract consumers' attention. This article suggests that such ads may be a double-edged sword. Absurdity evokes both positive ef-fects (resolving schema incongruence) and negative effects (cognitive overload), resulting in a curvilinear overall effect...