When evaluating a product, the schema congruity theory predicts that .
_(_())_(_()) will recelve more positive product rating, and this is because
_(_())_(_())
_(_())_(_()) product that is moderately incongruent with its associated schemax the effort to elaborate makes consumers like the focal product more
? product that is extremely incongruent with its associated schema: the effort to elaborate makes consumers like the focal product more
? product that is moderately inconeruent with its associated schema: consumers like products that are unique
? product that is extremely incongruent with its associated schema; consumers like products that are unique
? product that is moderately incongruent with its associated schemac consumers enjoy the feeling of curiosity
? product that is extremely incongruent with its associated schemax consumers enjoy the feeling of curiosity