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Keywords: Schema congruity theory
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Journal Articles
More than meets the eye: hidden messages in the attribution of human-like values to product categories
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2024) 58 (5): 1323–1351.
Published: 11 June 2024
...Sheng Ye; Joanne Sneddon; Anat Bardi; Liat Levontin; Geoffrey Soutar; Julie Lee Purpose This paper aims to draw on values theory, associative network theory and schema congruity theory to examine how consumers attribute human-like values to product categories and products, and how...
Includes: Supplementary data
