Abstract
This research examines the effects of thinking styles (holistic vs. analytic) and different levels of information congruity on product evaluations. Two experimental studies show that presenting more details in a message matches the analytic thinking style, thus leading to higher evaluations of extremely incongruent information, from analytic thinkers and lower evaluations from holistic thinkers. Keywords: Thinking Styles, Information Processing, Advertising, Congruent Message, Schema Congruity To cite this document: Sydney Chinchanachokchai and Hayden Noel, The Devil is in the Details: When Holistic Thinkers React Negatively to Incongruent Information, Contemporary Management Research, Vol.11, No.1, pp.25-34, 2015. Permanent link to this document: http://dx.doi.org/10.7903/cmr.13853
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