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The closing-the-gap effect : joint evaluation leads donors to help charities farther from their goal
Habib, Rishad; Hardisty, David J.; White, Katherine; … - In: Journal of marketing research 62 (2025) 1, pp. 77-96
Persistent link: https://www.econbiz.de/10015168679
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The effects of perceived product-extrinsic cue incongruity on consumption experiences : the case of celebrity sponsorship
Clemente, Sarah; Dolansky, Eric; Mantonakis, Antonia; … - In: Marketing letters : a journal of research in marketing 25 (2014) 4, pp. 373-384
Persistent link: https://www.econbiz.de/10010439164
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The influence of friends on consumer spending : the role of agency-communion orientation and self-monitoring
Kurt, Didem; Inman, J. Jeffrey; Argo, Jennifer J. - In: Journal of marketing research : JMR 48 (2011) 4, pp. 741-754
Persistent link: https://www.econbiz.de/10009272378
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The effects of perceived product-extrinsic cue incongruity on consumption experiences: The case of celebrity sponsorship
Clemente, Sarah; Dolansky, Eric; Mantonakis, Antonia; … - In: Marketing Letters 25 (2014) 4, pp. 373-384
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...
Persistent link: https://www.econbiz.de/10011155230