NURLIYANA ADILA (264062)

Meaning of Congruity Theory

 Congruity Theory is that it is explicitly oriented to communication and persuasion.

Congruity Theory concerns situations in which a Source makes an assertion about a
Concept, and the audience has attitudes toward the Source and the Concept. The only
relationship that remains the same is that the assertion of the Source about the
Concept is either positive (associative) or negative (disassociative). This theory holds
that incongruity (like imbalance) is unpleasant and motivates audiences to change
their attitudes.