Work

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

Year: 2022

Type: article

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.

Source: Journal of Retailing and Consumer Services

DOI: 10.1016/j.jretconser.2022.102994

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

Institution: Wageningen University & Research

Language: English

Topic: Environmental Sustainability in Business

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

Estimated APC paid: $3,020

Funder: Wageningen University and Research