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"THE INCONGRUOUS"

open access: yes"THE INCONGRUOUS"
openaire  

Aesthetic Incongruity Resolution

open access: yesJournal of Marketing Research, 2011
Four studies demonstrate how consumers resolve the aesthetic incongruity that arises between a newly acquired product and the existing consumption environment. The novel insight on which this research is based is that the aesthetic incongruity involving
Vanessa M Patrick, Henrik Hagtvedt
exaly   +2 more sources

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