Schema Congruity as a Basis for Product Evaluation

Meyers-Levy, Joan; Tybout, Alice M.

doi:10.1086/209192

Cited by 1,047 publications

(807 citation statements)

References 23 publications

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“…We expected that the extent to which participants saw the product as human would mediate their liking of the product. The results are consistent with prior research on schema congruity as a basis for product evaluation (Meyers-Levy and Tybout 1989).…”

supporting

confidence: 89%

“…More generally, a schema is a stored framework of cognitive knowledge that represents information about a topic, a concept, or a particular stimulus, including its attributes and the relations among the attributes (Fiske and Linville 1980). Past research suggests that evaluations of a new product may depend on the level of congruity between that product's features and the category schema in which it is presented, whereas the level of congruity is the extent to which features of the product match those of the category schema (Fiske 1982;Meyers-Levy and Tybout 1989). The influence of congruity has been attributed to the transfer of affect from the schema to the object (Fiske 1982) and to metacognitive experiences of satisfaction or frustration in perceiving the fit between the object and the schema that carry over to the evaluation of the object (Meyers-Levy and Tybout 1989).…”

Section: Schema Congruity As a Basis For Product Evaluationmentioning

confidence: 99%

See 1 more Smart Citation

Is That Car Smiling at Me? Schema Congruity as a Basis for Evaluating Anthropomorphized Products

Aggarwal¹,

McGill²

2007

J Consum Res

758

646

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The present research proposes schema congruity as a theoretical basis for examining the effectiveness and consequences of product anthropomorphism. Results of two studies suggest that the ability of consumers to anthropomorphize a product and their consequent evaluation of that product depend on the extent to which that product is endowed with characteristics congruent with the proposed human schema. Furthermore, consumers' perception of the product as human mediates the influence of feature type on product evaluation. Results of a third study, however, show that the affective tag attached to the specific human schema moderates the evaluation but not the successful anthropomorphizing of the product.

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supporting

confidence: 89%

Section: Schema Congruity As a Basis For Product Evaluationmentioning

confidence: 99%

Is That Car Smiling at Me? Schema Congruity as a Basis for Evaluating Anthropomorphized Products

Aggarwal¹,

McGill²

2007

J Consum Res

758

646

View full text Add to dashboard Cite

show abstract

“…Some scholars support the notion that congruence may enhance the perceived brand or product value (Erdem & Swait, 1998. In contrast, a body of work supports the moderate incongruity effect, which implies that consumers view moderately incongruent products more favorably than those that are congruent or extremely incongruent (Meyers-Levy & Tybout, 1989;Peracchio & Tybout, 1996;Stayman, Alden, & Smith, 1992). For example, Fleck and Quester (2007) found in their study of congruency for sponsorship that a certain level of mismatch between the sponsor and the event contributes to an unexpectedness or surprise that enhances positive evaluations.…”

Section: Congruence Versus Incongruence For Product Design and Colormentioning

confidence: 99%

Evoking premiumness: How color-product congruency influences premium evaluations

Lyons¹,

Wien²

2018

Food Quality and Preference

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A B S T R A C TGreen is commonly used in marketing to evoke utilitarian and environmental cues, whereas red is regularly found on food logos to induce arousal and excitement. This paper investigates how these colors may contribute to consumer evaluations of premiumness through congruence and incongruence between the marketing message and color on product packages. The literature suggests that, although congruence between product elements and the marketing message often is evaluated as more appropriate, a "moderate incongruence effect" may result in consumer preferences for a moderate incongruence between design elements. Two between-subject experiments suggest that the premise of congruity or incongruity applies to explaining how colors may evoke higher premium evaluations. Study 1 demonstrates that for a product of hedonic nature, consumers will evaluate the product as more premium when the color and product framing are congruent (e.g., red on a package framed as "tasting delicious" or green on a package sold as "healthy"). Study 2 demonstrates the opposite effect by suggesting that when a product is primarily utilitarian, it will be perceived as more premium when the framing of the product and the color are incongruent (e.g., green on the package marketed for its "delicious taste" or red on the package sold as "healthy"). The study adds a novel understanding of how the mechanism of congruence and incongruence between color and a hedonic versus utilitarian marketing message can lead to premium associations. It also has practical implications for marketing managers as to how one can enhance the premium evaluations through color and marketing message.

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“…Consumers usually place products into mental categories and make use of this organized prior knowledge to evaluate them (Meyers-Levy and Tybout, 1989). Johansson (1989) states that when production technology is non-standardized, there should be some differences in country manufacturing skills and thus, COO effects should be more pronounced.…”

Section: Country-of-origin Evaluationsmentioning

confidence: 99%

Antecedents, moderators and dimensions of country‐of‐origin evaluations

Ahmed

d’Astous

2008

International Marketing Review

176

125

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Purpose -The purpose of this paper is to provide an in-depth examination of country-of-origin (COO) perceptions of consumers in a multinational setting. It shows how explanatory factors like demographics, familiarity with a country's products, purchase behaviour and psychological variables jointly work to explain consumers' COO perceptions. Design/methodology/approach -This is a quantitative study using a drop-off and pick-up survey among three samples of consumers in Canada, Morocco and Taiwan. The final sample size was comprised of 506 male consumers. The data were analyzed using factor analysis to group countries of origin and analyses of variance to relate COO perceptions to the explanatory variables. Findings -The familiarity with products made in a country was the strongest predictor of country perceptions, followed by nationality and the manufacturing process and product complexity dimensions of country evaluation. Canadians had the highest propensity to distinguish between countries of origin on the basis of product technological complexity and manufacturing dimensions and Moroccans the least. Taiwanese appeared to show animosity towards China. Research limitations/implications -The study used an only-male sample from a limited number of countries. Future research should seek to develop a multi-dimensional scale for the familiarity construct. They should also explore the concept of consumer capacity to distinguish between COOs. Cross-national studies using cognitive style scales should be carried out. A qualitative examination of Taiwanese's COO perceptions is also recommended. Practical implications -It seems important to increase consumers' familiarity with a COO and its products to improve its overall perception. Products made in Latin American countries have the lowest level of familiarity in general. Thus, increasing familiarity with their products is particularly important to achieve export success. Originality/value -This study contributes to the marketing and international business literatures and provides insights to international marketers by bringing valuable information that can help make decisions as to where to manufacture and how to promote global products. It provides guidance as to what types of nations are likely to require multi-dimensional information about countries of origin.

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Schema Congruity as a Basis for Product Evaluation

Cited by 1,047 publications

References 23 publications

Is That Car Smiling at Me? Schema Congruity as a Basis for Evaluating Anthropomorphized Products

Is That Car Smiling at Me? Schema Congruity as a Basis for Evaluating Anthropomorphized Products

Evoking premiumness: How color-product congruency influences premium evaluations

Antecedents, moderators and dimensions of country‐of‐origin evaluations

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