When Two Wrongs Make a Right: Using Conjunctive Enablers to Enhance Evaluations for Extremely Incongruent New Products

Fabrizio Di Muro , Kyle B Murray et al. • 2018

Too Exciting to Fail, Too Sincere to Succeed: The Effects of Brand Personality on Sensory Disconfirmation

Aparna Sundar, Theodore J Noseworthy • 2016

The Role of Arousal in Congruity-Based Product Evaluation

Fabrizio Di Muro, Kyle B Murray, Theodore J Noseworthy • 2014

Money Isn't Everything, but It Helps If It Doesn't Look Used: How the Physical Appearance of Money Influences Spending

Fabrizio Di Muro, Theodore J Noseworthy • 2013

The Effects of Ad Context and Gender on the Identification of Visually Incongruent Products

Seung Hwan (Mark) Lee, June Cotte, Theodore J Noseworthy • 2011