3N the Effect of Sensory Incongruence on Product Preferences

This research studies the impact of sensory incongruence (a low degree of fit among different sensory characteristics) on consumers’ product preferences. Two studies demonstrate that after encountering an incongruent (vs. congruent) sensory experience, consumers are more likely to prefer virtue, rather than vice, options in their product choices.



Citation:

Jiaqi Song and Yuwei Jiang (2019) ,"3N the Effect of Sensory Incongruence on Product Preferences", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 992-992.

Authors

Jiaqi Song, Hong Kong Polytechic University, China
Yuwei Jiang, Hong Kong Polytechic University, China



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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