The Role of Arousal in Schema Based Evaluations

Theodore Noseworthy, University of Guelph, Canada
Frabrizio Di Muro, University of Winnipeg, Canada
Kyle B. Murray, University of Alberta, Canada
This research tests the link between a person’s state of arousal and the schema congruity effect. The results show consumers prefer moderately incongruent products more when experiencing high arousal. However, consistent with the belief that extreme incongruity results in arousal overload, consumers prefer extremely incongruent products more under low arousal.
[ to cite ]:
Theodore Noseworthy, Frabrizio Di Muro, and Kyle B. Murray (2013) ,"The Role of Arousal in Schema Based Evaluations", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.