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Keywords: Product category values
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Journal Articles
More than meets the eye: hidden messages in the attribution of human-like values to product categories
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Journal:
European Journal of Marketing
European Journal of Marketing (2024) 58 (5): 1323–1351.
Published: 11 June 2024
... compatibilities and conflicts inherent in the circular structure of human values. Moreover, multifaceted value congruity effects were found to positively influence attitudes and intentions to purchase a car, including congruity with product category values-schema, consumers’ personal values-schema...
Includes: Supplementary data
