CONGRUITY THEORY

sunandaC

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CONGRUITY THEORY​

Schema congruity theories propose that cues (e.g., brand

names) state that some degree of congruity has a relationship with the level of

processing used by the consumers. If there is some degree of incongruity

than the consumer will process brand extension more positively. However, the

consumer evaluation will not be that positive if the (1) cues are congruent or

extremely incongruent .How consumer makes judgment depends on structural congruity between

event and schema. If new events are similar to the existing schema it would

have a positive evaluation familiarity, acceptability, and liking. On the other

hand if the new events are “incongruent”, then it would lead to evaluation

process that may have positive or negative results . In this

context, when one sees a Pierre Cardin clothing on display with no price tag

he will assume that the displayed clothing is expensive. In this case, the

consumer has drawn the conclusion from schema (past experience) that

Pierre Cardin products are expensive and prestigious .
 
CONGRUITY THEORY​

Schema congruity theories propose that cues (e.g., brand

names) state that some degree of congruity has a relationship with the level of

processing used by the consumers. If there is some degree of incongruity

than the consumer will process brand extension more positively. However, the

consumer evaluation will not be that positive if the (1) cues are congruent or

extremely incongruent .How consumer makes judgment depends on structural congruity between

event and schema. If new events are similar to the existing schema it would

have a positive evaluation familiarity, acceptability, and liking. On the other

hand if the new events are “incongruent”, then it would lead to evaluation

process that may have positive or negative results . In this

context, when one sees a Pierre Cardin clothing on display with no price tag

he will assume that the displayed clothing is expensive. In this case, the

consumer has drawn the conclusion from schema (past experience) that

Pierre Cardin products are expensive and prestigious .

Hey, thanks for your help and sharing the information on CONGRUITY THEORY. Well, i have also a document and uploading it where you would get more information on CONGRUITY THEORY.
 

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