How Does Incongruity Perception Influence Product Evaluation? Examination of the Inverted U Shape Relation Predicted By Schema Congruity Theory

The frequently-used schema congruity theory argues product-incongruity to effect product-evaluations in an inverted u-shape. To test this, we measured a continuous incongruity in within-subjects approach. Five pre-registered studies did not support the theory on group or on individual level, instead showed evaluations to be unaffected by incongruity.



Citation:

Xin Gao, Ilona E. de Hooge, and Arnout R.H. Fischer (2020) ,"How Does Incongruity Perception Influence Product Evaluation? Examination of the Inverted U Shape Relation Predicted By Schema Congruity Theory", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 348-349.

Authors

Xin Gao, Wageningen University, The Netherlands
Ilona E. de Hooge, Wageningen University, The Netherlands
Arnout R.H. Fischer, Wageningen University, The Netherlands



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

Feature A Benefactor or A Victim? How Charity Appeals with Different Protagonist Foci Affect Donation Behavior

Bingqing (Miranda) Yin, University of Kansas, USA
Jin Seok Pyone, University of Kansas, USA

Read More

Featured

P7. Consumer Evaluations of Sale Prices: The Role of the Spatial Representation of Time

Yaeeun Kim, Temple University, USA
Joydeep Srivastava, Temple University, USA

Read More

Featured

A Penny for Self-disgust: The Effects of Favorable Review Reward on Consumers Behavior

Qingqing Guo, Shanghai Jiao Tong University
Liangyan Wang, Shanghai Jiao Tong University
Bing Han, Shanghai Jiao Tong University

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.