Rethinking the Schema-Incongruity Effect in Consumer Judgments

Even J. Lanseng, Norwegian School of Management, Norway
Hanne Sivertsen, UC Davis, USA
Adding to the understanding of how expertise moderates the schema-incongruity effect, this study argues that experts like moderately incongruent products better than congruent ones. Experts have well-developed schemata against which they assess encountered products. Therefore, they can perceive incongruity and respond accordingly. Novices lack well-developed schemata and are insensitive to incongruity. Results from two wine tasting studies support this argument.
[ to cite ]:
Even J. Lanseng and Hanne Sivertsen (2011) ,"Rethinking the Schema-Incongruity Effect in Consumer Judgments", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 525-526.