The Effects of Perceived Product-Association Incongruity on Consumption Experiences

The level of congruity between an object and its attribute is determined by the degree of match. Products with moderately incongruent associations enhance evaluations–this is the moderate schema incongruity effect. We investigate the influence of (in)congruity between an extrinsic cue (sponsor) and a product (wine) on consumers’ product evaluations.


Sarah Clemente, Eric Dolansky, Antonia Mantonakis, and Katherine White (2012) ,"The Effects of Perceived Product-Association Incongruity on Consumption Experiences", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1137-1137.


Sarah Clemente, Brock University, Canada
Eric Dolansky, Brock University, Canada
Antonia Mantonakis, Brock University, Canada
Katherine White, University of British Columbia, Canada


NA - Advances in Consumer Research Volume 40 | 2012

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