Congruity Theory Essay

910 Words2 Pages

People accumulate knowledge as well as experiences on a daily basis and organize them in the so-called schemas. These schemas help people process and evaluate information more efficiently because they do not have to reassess similar instance whenever they encounter familiar experiences (Bartlett & Burt, 1933). Besides, schemas provide expectations, the extent to which information in an ad conform to some predefined knowledge structures (Lee & Mason, 1999), which affect the processing of specific situations (Goodman, 1980). For example, an individual who has only purchased liquid honey as the only form of honey would expect honey texture to be liquid. If he sees liquid honey at the supermarket, his expectation is confirmed and he does not need …show more content…

However, if he sees creamed or crystallized honey, he would question the quality of those types of honey and rethink the concept of honey texture.
Congruity theory attempts to explore how people’s responses could be influenced by the confirmation and disconfirmation of expectations (Mandler, 1982). According to this theory, individuals perceive a specific situation to be schema-congruent if it is consistent with their prior knowledge structure. Because of the information …show more content…

People’ self-regulation differs by individual and its development depends on different styles of parenting during childhood. According to Higgins and Silberman (1998), there are parents who consistently focus on encouraging children to behave desirably to achieve positive outcomes, rewarding children when they reach a goal and those who primarily focus on preventing children from creating negative outcomes by teaching children how to avoid potential dangers and punishing them when they behave undesirably. The former parenting style makes children think more about the ideal things they would and would not do whereas the latter parenting style makes children think more about things they ought and ought not to do. The consequences of these parenting styles are the differences in children’ desired goals and in their favorable means to attain those goals (Higgins & Silberman, 1998). On the basis of these parenting styles, Higgins (1996) presents the regulatory focus theory which proposes two separate self-regulatory orientations of individuals: prevention and promotion. Individuals with stronger promotion focus in their goal pursuits concentrate on accomplishment, advancement and aspiration. They are sensitive to attainment so they prefer an eager strategy as it can ensure they could gain and ensure against the presence

Open Document