Get It? Got It. Good! Enhancing New Product Acceptance by Facilitating Resolution of Extreme Incongruity

By J. Jhang, S. Grant, Margaret C. Campbell. 2012

138 citations recorded by the source corpus.

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The effect of non-stereotypical gender role advertising on consumer evaluation (2016, methodology): “Based on Meyers-Levy and Tybout’s (1989) definition, Jhang, Grant, and Campbell (2012) define the level of incongruity in terms of the association types the consumer must consider to resolve the incongruity and understand a benefit of a product.”
Consumer desire for control as a barrier to new product adoption (2017, background): “Products that do not fit preexisting cognitive categories are harder to make sense of and cause more uncertainty (Jhang et al., 2012; Kagan, 1972), resulting in a lower sense of control over the environment.”
The Role of Arousal in Congruity-Based Product Evaluation (2014, background): “A significant amount of research in marketing has explored Mandler’s seminal hypothesis (Aggarwal and McGill 2007; Campbell and Goodstein 2001; Jhang et al. 2012; Maoz and Tybout 2002; Meyers-Levy, Louie, and Curren 1994; MeyersLevy and Tybout 1989; Noseworthy et al. 2011; Noseworthy and Trudel…”