2026-06-25T10:22:25Z https://datacatalogue.cessda.eu/oai-pmh/v0/oai

8df9852b6096e563ebaf72c6056a3afe9eda0fbb6c434076c2f67405d227a1a7 2026-06-02T13:08:56Z language:enopenaire_data

Using a Within-Subjects Design to Examine Schema Congruity Theory at the Individual Level Using a Within-Subjects Design to Examine Schema Congruity Theory at the Individual Level doi:10.17026/DANS-XFV-46EAeasy-dataset:237175 X. Gao I.E. de Hooge A.R.H. Fischer 2022-02-15 DANS Data Station Social Sciences and HumanitiesWageningen University & Research 2022-02-16 Social Sciences <p>The research tests the inverted U shape relation between perceived incongruity and product evaluation at both the average level and at the individual level.</p><p>Background</p><p>Schema congruity theory (Mandler, 1982; Meyers-Levy and Tybout 1989) predicts an inverted U shape relation between perceived incongruity and product evaluation.<br>Previous research has examined the effect of product incongruity on product evaluation by comparing the average product evaluations of three categories of incongruity(extremely incongruent, moderately incongruent, and congruent) across consumers.<br>However, it is unclear whether this relation occurs at the individual level of consumers with continuous measures of perceived incongruity.<br>We conducted five studies to examine the relation between perceived incongruity and product evaluation by using a continuous measure of perceived incongruity and a within-subjects design.<br>This research method, combined with the two-line analysis (Simonsohn 2018), allows us to examine the inverted U shape relation not only at the average level, but also at the individual level.</p> https://ssh.datastations.nl/oai doi:10.17026/DANS-XFV-46EA 2025-12-03T01:00:36Z ddi:codebook:2_5