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The effects of perceived product-extrinsic cue incongruity on consumption experiences: The case of celebrity sponsorship

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  • Sarah Clemente
  • Eric Dolansky
  • Antonia Mantonakis
  • Katherine White

Abstract

The level of congruity is determined by the degree of match or mismatch between an object and its associated attribute. Product evaluations are positively influenced when there is moderate incongruity between a product and its association; this finding is termed the moderate schema incongruity effect (Mandler 1982 ). The purpose of the current study was to investigate the influence of incongruity between a product and one of its extrinsic cues on consumers' product evaluations. Furthermore, we examined the moderating role of consumers' level of product knowledge. Incongruity was created by partnering a product with a sponsor. We found that consumers who were highly knowledgeable of the product gave the highest taste evaluations to the moderately incongruent product–sponsor pairing, whereas taste evaluations for consumers with low product knowledge did not differ across product–sponsor pairings. The results of our study have important practical implications for marketers, namely that product–sponsor fit can enhance consumers' consumption experiences. Copyright Springer Science+Business Media New York 2014

Suggested Citation

  • Sarah Clemente & Eric Dolansky & Antonia Mantonakis & Katherine White, 2014. "The effects of perceived product-extrinsic cue incongruity on consumption experiences: The case of celebrity sponsorship," Marketing Letters, Springer, vol. 25(4), pages 373-384, December.
    • Handle: RePEc:kap:mktlet:v:25:y:2014:i:4:p:373-384
    DOI: 10.1007/s11002-013-9257-y
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    References listed on IDEAS

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    Cited by:

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    5. Philp, Matthew & Mantonakis, Antonia, 2020. "Guiding the consumer evaluation process and the probability of order-effects-in-choice," Journal of Business Research, Elsevier, vol. 112(C), pages 13-22.

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