Something underneath? Using a within-subjects design to examine schema congruity theory at an individual level

Xin Gao, Ilona E. De Hooge and Arnout R.H. Fischer

Journal of Retailing and Consumer Services, 2022, vol. 68, issue C

Abstract: 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 incongruity measures, and for products with repurposed materials. Five within-subjects studies do not show the inverted U relation across all participants. Instead, consumer subgroups show a monotonic relation: higher congruity leads to higher product evaluations. This aligns with processing fluency theory. Additionally, we demonstrate that the degree of processing from raw to end materials and the extent to which materials fulfil product functions mediate the effect of repurposed materials on perceived incongruity.

Keywords: Schema congruity theory; Product evaluation; New product development; Repurposed materials (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S096969892200087X
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:68:y:2022:i:c:s096969892200087x

DOI: 10.1016/j.jretconser.2022.102994

Access Statistics for this article

Journal of Retailing and Consumer Services is currently edited by Harry Timmermans

More articles in Journal of Retailing and Consumer Services from Elsevier
Bibliographic data for series maintained by Catherine Liu ().