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



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