Aesthetic Incongruity Resolution
نویسنده
چکیده
Vol. XLVIII (April 2011), 393 –402 *Vanessa M. Patrick is Bauer Professor and Associate Professor of Marketing, C.T. Bauer College of Business, University of Houston (e-mail: vpatrick@ uh.edu). Henrik Hagtvedt is Assistant Professor of Marketing, Carroll School of Management, Boston College (e-mail: hagtvedt@bc. edu). Both authors contributed equally to this research. The authors thank seminar participants at the Hong Kong University of Science and Technology, the University of Houston, and Rice University for their valuable suggestions; Dr. Ed Blair for his help with Study 1; Steven Lacey for his constructive input; Barbara Conners, Elizabeth Cronson, and Weixing Ma for research assistance; and the anonymous JMR reviewers for helpful insights and suggestions. Jeff Inman served as associate editor for this article. VANESSA M. PATRICK and HENRIK HAGTVEDT*
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