Browsing BI Open by Author "Lanseng, Even"
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The roles of schema incongruity and expertise in consumers’ wine judgment
Lanseng, Even; Sivertsen, Hanne Kristine (Journal article; Peer reviewed, 2019)Broadening the present understanding of how expertise moderates the schema-incongruity effect (i.e., the notion that a product moderately incongruent with the schema evoked for it in memory is associated with a comparatively ...