Welcome to the new Schulich Peer-Reviewed Publication Database!
The database is currently in beta-testing and will be updated with more features as time goes on. In the meantime, stakeholders are free to explore our faculty’s numerous works. The left-hand panel affords the ability to search by the following:
- Faculty Member’s Name;
- Area of Expertise;
- Whether the Publication is Open-Access (free for public download);
- Journal Name; and
- Date Range.
At present, the database covers publications from 2012 to 2020, but will extend further back in the future. In addition to listing publications, the database includes two types of impact metrics: Altmetrics and Plum. The database will be updated annually with most recent publications from our faculty.
If you have any questions or input, please don’t hesitate to get in touch.
Noseworthy, T. and Taylor, N. (2020). "Compensating for Innovation: Extreme Product Incongruity Encourages Consumers to Affirm Unrelated Consumption Schemas", Journal of Consumer Psychology, 30 (January), 77 – 95.
AbstractNew products are often extremely incongruent with expectations. The inability to make sense of these prod-ucts elevates anxiety and leads to negative evaluations. Although scholars have predominantly focused oncombating the negative response to extreme incongruity, we propose that extreme incongruity may haveimplications that extend beyond the category. We base our predictions on the concept of ﬂuid compensation,which suggests that when people struggle to make sense of something, they will nonconsciously reinforcehighly accessible schemas in unrelated domains. Four studies conﬁrm that extreme incongruity encouragesﬂuid compensation, such that it elevates preference for dominant brands (study 1), green consumption (studies 2and 4), and ethnocentric products (study 3). We isolate the causal role of anxiety using moderation tasks andbiometric feedback. Furthermore, we demonstrate that compensation has an immediate dampening effect onarousal intensity. Thus, if consumers can compensate before explicitly evaluating an extremely incongruentproduct, their evaluations tend not to be negative. Taken together, we document that extreme innovationsencourage compensation, and in compensating, consumers can become more receptive to extreme innovations.
Muro, F., Murray, K., and Noseworthy, T. (2018). "When Two Wrongs Make a Right: Using Conjunctive Enablers to Enhance Evaluations for Extremely Incongruent New Products", Journal of Consumer Research, 44(6), 1379-1396.
AbstractThe success of new incongruent products hinges largely on whether consumers can efficiently make sense of the product. One of the most efficient ways that people make sense of new objects is through feature-based association. Such associations often incorporate an enabler (e.g., the colour green) to help make sense of a semantically related feature (e.g., vitamin enriched). Evidence from three studies suggests that marketers can strategically incorporate enablers in product design to help consumers make sense of an extremely incongruent feature. As a result, consumers tend to reflect more favorably on the product. Furthermore, the authors find that even if the enabler itself is incongruent and leads to lower evaluations on its own, when combined with an atypical feature the effect can still be positive. Thus, a small but semantically meaningful adjustment in design can help marketers successfully introduce extremely incongruent innovations.
Pancer, E., McShane, L., and Noseworthy, T. (2017). "Isolated Environmental Cues and Product Efficacy Penalties: The Color Green and Eco-Labels", Journal of Business Ethics, 143(1), 159-177.