study also evaluated the pedagogical benefits of employing learners’ culture (source culture) in the light of Schema Theory …

integrating the framework of gender schema theory with the theory of planned behavior. The authors posit that different factors …

conceptualization of brand knowledge, and illustrate how schema theory may act as a unifying conceptual framework to study what …’ mental representation of brands. Findings – Schema theory can provide a comprehensive framework to analyze how consumers … systematic review of the notion of schemata in consumer behavior. It thoroughly describes how schema theory from psychology has …