Rethinking the Schema-Incongruity Effect in Consumer Judgments

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.



Citation:

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.

Authors

Even J. Lanseng, Norwegian School of Management, Norway
Hanne Sivertsen, UC Davis, USA



Volume

NA - Advances in Consumer Research Volume 39 | 2011



Share Proceeding

Featured papers

See More

Featured

When Consumer Brand Sabotage Harms Other Consumers Relationship with the Brand

Andrea Kähr, University of Bern
Bettina Nyffenegger, University of Bern
Harley Krohmer, University of Bern
Wayne Hoyer, University of Texas at Austin, USA

Read More

Featured

Q4. The notion of self-optimization in context of self-tracking and beyond

Agnieszka Krzeminska, Leuphana University Lüneburg
Dorthe Brogård Kristensen, University of Southern Denmark, Denmark

Read More

Featured

Indigenous Trust and Readiness Towards Development

Ding Hooi Ting, Universiti Teknologi PETRONAS
Chin Chuan Gan, Sunway University
Amir Zaib Abbasi, Capital University of Science and Technology
Sohel Ahmed, Universiti Teknologi PETRONAS

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.