Something underneath? Using a within-subjects design to examine schema congruity theory at an individual level
نویسندگان
چکیده
Previous research has shown that perceived incongruity affects product evaluations in an inverted U shape. However, it remains unclear whether this relation also occurs at individual levels with continuous measures, and for products repurposed materials. Five within-subjects studies do not show the across all participants. Instead, consumer subgroups a monotonic relation: higher congruity leads to evaluations. This aligns processing fluency theory. Additionally, we demonstrate degree of from raw end materials extent which fulfil functions mediate effect on incongruity.
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ژورنال
عنوان ژورنال: Journal of Retailing and Consumer Services
سال: 2022
ISSN: ['1873-1384', '0969-6989']
DOI: https://doi.org/10.1016/j.jretconser.2022.102994