THE MODERATING ROLE OF PRIOR KNOWLEDGE IN SCHEMA-BASED PRODUCT EVALUATION

Citation
La. Peracchio et Am. Tybout, THE MODERATING ROLE OF PRIOR KNOWLEDGE IN SCHEMA-BASED PRODUCT EVALUATION, Journal of consumer research, 23(3), 1996, pp. 177-192
Citations number
38
Categorie Soggetti
Business
ISSN journal
00935301
Volume
23
Issue
3
Year of publication
1996
Pages
177 - 192
Database
ISI
SICI code
0093-5301(1996)23:3<177:TMROPK>2.0.ZU;2-N
Abstract
Recent evidence suggests that a new product is evaluated more favorabl y when its attributes are moderately incongruent with an activated pro duct category schema than when its attributes are either congruent or extremely incongruent with the schema. We extend this finding by showi ng that it obtains when consumers have limited knowledge about the pro duct category. When consumers possess elaborate knowledge about the ca tegory, their evaluations are unaffected by the level of congruity but rather are influenced by their schema-based associations to specific product attributes. These findings are discussed in terms of current t heorizing related to schema congruity and schema-based inferencing.