The Moderating Effect of Perceived Risk on Consumers' Evaluations of Product Incongruity: Preference for the Norm: Table 1
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- 1 December 2001
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 28 (3) , 439-449
- https://doi.org/10.1086/323731
Abstract
Research supports the existence of a “moderate incongruity effect” such that an option that is moderately inconsistent with an evoked product categorKeywords
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