Expectations vs. Reality: Can Sensory Incongruence Generate Positive Emotion and Behaviour in the Online Shopping Context? An Abstract

This research aims to bridge the gap between the sensory congruence literature and the wider congruity literature. The schema congruence literature supports Mandlers (1982) inverted U curve effect of congruence such that a moderate degree of incongruence is preferred. However, this is not the case in sensory marketing studies where congruity is preferred.