Clemente, Sarah; Dolansky, Eric; Mantonakis, Antonia; … - In: Marketing Letters 25 (2014) 4, pp. 373-384
The level of congruity is determined by the degree of match or mismatch between an object and its associated attribute. Product evaluations are positively influenced when there is moderate incongruity between a product and its association; this finding is termed the moderate schema incongruity...
