The impact of collaboration unexpectedness on consumer curiosity through schema incongruity

Journal of Retailing and Consumer Services 2026

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Authors: Peixuan Wu, Shuo Pang, Yushi Jiang
DOI: 10.1016/j.jretconser.2026.104748
Cited by: 2
References: 73

Fields of Study & Subjects

Psychological and Educational Research Studies Consumer Behavior in Brand Consumption and Identification Death Anxiety and Social Exclusion

Publication details

Journal / source
Journal of Retailing and Consumer Services
Publisher
Elsevier BV
Volume
91
Pages
104748–104748
Publication date
27 January 2026
Language
EN