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A week ago
Explain the principle of congruity as it pertains to message sources.  And what happens when a person holds one attitude toward the source and the opposite toward the message.
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Marketing Management
Edition: 13th
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The principle of congruity implies that communicators can use their good image to reduce some negative feelings toward a brand but in the process might lose some esteem with the audience. If a person has a positive attitude toward a source and a message, or a negative attitude toward both, a state of congruity is said to exist. Osgood and Tannenbaum say that attitude change will take place in the direction of increasing the amount of congruity between the two evaluations. The consumer will end up respecting the celebrity somewhat less or respecting the brand somewhat more.
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