Construct · 1 fields · 1 citations

moderate incongruity effect: a standalone construct

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Consumer research

the finding that products moderately inconsistent with a category schema are evaluated more favorably than congruent or extremely inconsistent ones.

In consumer research, moderate incongruity effect refers to the finding that products moderately inconsistent with a category schema are evaluated more favorably than congruent or extremely inconsistent ones. This meaning comes from Meyers-Levy (1989) in Journal of Consumer Research.[1]

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Nearby constructs

category4 fields · 4 citationsjingle · one word, four constructs schema4 fields · 6 citationsjingle · one word, four constructs

References

Meyers-Levy, J., & Tybout, A. M. (1989). Schema Congruity as a Basis for Product Evaluation. Journal of Consumer Research, 16(1), 39. https://doi.org/10.1086/209192

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