Schema-triggered Affect: Applications to Social Perception

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Effects of the intensity of use of social media on brand equity: An empirical study in a tourist destination (2018, methodology): “…between the intensity of social media and brand equity, the present work starts from the schema theory model derived from cognitive psychology (Fiske, 1982; Mandler, 1982; Eysenck and Wilson, 1984), which forms the basis of various studies on information processing and the effect of…”
Understanding schema incongruity as a process in advertising: Review and future recommendations (2013, background): “But as has been pointed out by Fiske (1982), many studies fail to recognize the specific emotions that can be generated during incongruity processing.”
How Product Category Shapes Preferences toward Global and Local Brands: A Schema Theory Perspective (2016, methodology): “…shared bymore than one person, (2) are often unanimous within a given population (e.g., a consumer’s reference groups), and (3) ultimately converge to consensual norms in a way that generates collectively shared expectations for the behavior of the self and others (Fiske 1982; Halkias 2015).”