Abstract Broadening the present understanding of how expertise moderates the schema-incongruity effect (i.e., the notion that a product moderately incongruent with the schema evoked for it in memory is associated with a comparatively positive product evaluation), this study argues that people with higher, not lower, degrees of expertise experience incongruity and prefer moderately incongruent products over congruent ones. Because people with low expertise in complex product categories lack a developed schema against which to assess encountered products, they will be insensitive to incongruity. People with high expertise, on the other hand, typically have developed schemata and can therefore perceive incongruity and respond accordingly. Consumers with different levels of wine expertise participated in a study in which they were given congruent or incongruent information, as well as different levels of information elaboration, about a wine prior to tasting and evaluating it. The results of this study support the above argument: Expertise moderates the incongruity effect such that it is prevalent only for experts, and schema-level processing moderates expertise’s moderating effect on the incongruity effect.

中文翻译：

---

图式不一致和专业知识在消费者葡萄酒判断中的作用

摘要 拓宽目前对专业知识如何调节图式不一致效应的理解（即，产品与记忆中为其唤起的图式适度不一致的概念与相对积极的产品评价相关联），本研究认为，具有较高、不低于，专业程度不协调，并且更喜欢适度不一致的产品而不是一致的产品。由于在复杂产品类别中缺乏专业知识的人缺乏评估遇到的产品的成熟模式，因此他们对不协调不敏感。另一方面，具有高度专业知识的人通常已经制定了图式，因此可以感知不协调并做出相应的反应。具有不同葡萄酒专业知识水平的消费者参与了一项研究，在该研究中，他们在品尝和评估葡萄酒之前获得了关于葡萄酒的一致或不一致的信息，以及不同级别的信息阐述。本研究的结果支持上述论点：专业知识调节不协调效应，使其仅在专家中普遍存在，并且模式级处理调节专业知识对不协调效应的调节作用。