Schema congruity as a basis for product evaluation
Meyers-Levy and Tybout tested Mandler's proposal that the degree of fit between a product and its category schema affects how consumers process information about it and so how they evaluate it. They expected products moderately incongruent with their category schema to prompt processing that leads to more favourable evaluations than congruent or extremely incongruent products, and three experiments in new product contexts supported the hypothesis. Journal of Consumer Research 16(1), 1989; authors Joan Meyers-Levy and Alice M. Tybout.
Meyers-Levy and Tybout tested Mandler's proposal that the degree of fit between a product and its category schema affects how consumers process information about it and so how they evaluate it. They expected products moderately incongruent with their category schema to prompt processing that leads to more favourable evaluations than congruent or extremely incongruent products, and three experiments in new product contexts supported the hypothesis. Journal of Consumer Research 16(1), 1989; authors Joan Meyers-Levy and Alice M. Tybout.
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Meyers-Levy, J., & Tybout, A. M. (1989). Schema congruity as a basis for product evaluation. Journal of Consumer Research, 16(1). doi:10.1086/209192 https://doi.org/10.1086/209192