Using a Within-Subjects Design to Examine Schema Congruity Theory at the Indi...

The research tests the inverted U shape relation between perceived incongruity and product evaluation at both the average level and at the individual level. Background Schema...本研究分别于总体层面与个体层面，检验了感知不协调（perceived incongruity）与产品评价间的倒U型关系。背景图式（Background Schema）……