This article develops and tests an algorithm of spatial congruence based on geometric congruity of two spatial areal objects in the Euclidean plane. Spatial congruence is defined and thus evaluated as an increasing continuous function of congruity in the position, orientation, size, and shape of spatial objects, dependent upon scaling, translation, and rotation. Expansion-based geometric matchi...

As a popular and important advertising style, Internet advertising has drawn substantial amount of scholarly attention. Previous studies have contributed to the understanding of the independent effects of various factors, such as product, consumer, website and ad per se, but few studies consider the impacts of the congruities between these factors on consumer’s attitude toward the ads. In this ...

Product shape is one of the factors that trigger preference decisions of customers. Congruity of shape elements and deformation of shape from the prototype are two factors that are found to influence aesthetic response, hence preference. We propose a measure to indirectly quantify congruity of different parts of the shape and the degree to which the parts deviate from a sphere, i.e. our choice ...

We describe Jane Dow (JD), a young right-handed female with acalculia following a cerebral infarction in the left intraparietal sulcus. We investigated automatic processing of different types of magnitudes that were presented visually or through imagery. We employed the size congruity task and the mental clock task that differ in stimuli presentation and in working memory load. In the size cong...

This study examined minority influence within virtual groups and how members’ geographic dispersion and argument consistency affect group decisions. Competing predictions were derived from several theories that were applicable but untested in the domain of online interaction: a double minority effect, the black sheep effect, congruity theory applied to groups, and the minority leniency contract...

Recognizing that a consumer’s congruity judgment with a store image can be formed with both actual and ideal self-images, this study investigates the differential effects that these two congruity judgments might have on a consumer’s evaluation of an online store. The results indicate that the closer the image of an online store is to the consumer’s actual self, the more favorably the store is e...