How Does Incongruity Perception Influence Product Evaluation? Examination of the Inverted U Shape Relation Predicted by Schema Congruity Theory (A2020-63302)

X. Gao; I.E. de Hooge; A.R.H. Fischer

How Does Incongruity Perception Influence Product Evaluation? Examination of the Inverted U Shape Relation Predicted by Schema Congruity Theory (A2020-63302)

Research output: Chapter in Book/Report/Conference proceeding › Abstract

Original language	English
Title of host publication	Proceedings of the European Marketing Academy
Subtitle of host publication	EMAC 2020 Annual Conference
Place of Publication	Budapest
Publisher	EMAC
Number of pages	1
Publication status	Published - 27 May 2020
Event	49th (2020) European Marketing Academy Conference - ONLINE, Budapest, Hungary Duration: 26 May 2020 → 29 May 2020 Conference number: 49

Conference/symposium

Conference/symposium	49th (2020) European Marketing Academy Conference
Abbreviated title	EMAC
Country/Territory	Hungary
City	Budapest
Period	26/05/20 → 29/05/20

Keywords

schema congruity theory
product evaluation
New product development

Access to Document

http://proceedings.emac-online.org/index.cfm?abstractid=A2020-63302&How%20Does%20Incongruity%20Perception%20Influence%20ProductLicence: Publisher

Cite this

Gao, X., de Hooge, I. E., & Fischer, A. R. H. (2020). How Does Incongruity Perception Influence Product Evaluation? Examination of the Inverted U Shape Relation Predicted by Schema Congruity Theory (A2020-63302). In Proceedings of the European Marketing Academy: EMAC 2020 Annual Conference EMAC. http://proceedings.emac-online.org/index.cfm?abstractid=A2020-63302&How%20Does%20Incongruity%20Perception%20Influence%20Product

@inbook{22a6f78b50ca44498d004c44d8f3e5e5,

title = "How Does Incongruity Perception Influence Product Evaluation? Examination of the Inverted U Shape Relation Predicted by Schema Congruity Theory (A2020-63302)",

keywords = "schema congruity theory, product evaluation, New product development",

author = "X. Gao and {de Hooge}, I.E. and A.R.H. Fischer",

year = "2020",

month = may,

day = "27",

language = "English",

booktitle = "Proceedings of the European Marketing Academy",

publisher = "EMAC",

note = "49th (2020) European Marketing Academy Conference, EMAC ; Conference date: 26-05-2020 Through 29-05-2020",

}

Gao, X, de Hooge, IE & Fischer, ARH 2020, How Does Incongruity Perception Influence Product Evaluation? Examination of the Inverted U Shape Relation Predicted by Schema Congruity Theory (A2020-63302). in Proceedings of the European Marketing Academy: EMAC 2020 Annual Conference. EMAC, Budapest, 49th (2020) European Marketing Academy Conference, Budapest, Hungary, 26/05/20. <http://proceedings.emac-online.org/index.cfm?abstractid=A2020-63302&How%20Does%20Incongruity%20Perception%20Influence%20Product>

How Does Incongruity Perception Influence Product Evaluation? Examination of the Inverted U Shape Relation Predicted by Schema Congruity Theory (A2020-63302). / Gao, X.; de Hooge, I.E.; Fischer, A.R.H.
Proceedings of the European Marketing Academy: EMAC 2020 Annual Conference. Budapest: EMAC, 2020.

Research output: Chapter in Book/Report/Conference proceeding › Abstract

TY - CHAP

T1 - How Does Incongruity Perception Influence Product Evaluation? Examination of the Inverted U Shape Relation Predicted by Schema Congruity Theory (A2020-63302)

AU - Gao, X.

AU - de Hooge, I.E.

AU - Fischer, A.R.H.

N1 - Conference code: 49

PY - 2020/5/27

Y1 - 2020/5/27

KW - schema congruity theory

KW - product evaluation

KW - New product development

M3 - Abstract

BT - Proceedings of the European Marketing Academy

PB - EMAC

CY - Budapest

T2 - 49th (2020) European Marketing Academy Conference

Y2 - 26 May 2020 through 29 May 2020

ER -