The roles of schema incongruity and expertise in consumers’ wine judgment
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DOI: 10.1016/j.foodqual.2018.07.004
Abstract: Abstract Broadening the present understanding of how expertise moderates the schema-incongruity effect (i.e., the notion that a product moderately incongruent with the schema evoked for it in memory is associated with a comparatively positive product… read more here.
Keywords: incongruity; schema incongruity; incongruity effect; expertise ... See more keywords