透過消費者的認知過程進而去影響其對於產品的評估，認知基模調節不一致效果扮演著重要的角色。因此，本研究欲發現透過思考模式：分析式思考／全面性想像式思考與框架效果：利益框架／損失框架兩個因子來喚起消費者的認知過程時，會不會影響到認知基模的運作而使認知基模調節不一致效果因情境不同而改變—意即假設當認知基模一致的差異程度(一致／調節不一致)所帶來的認知過程與思考模式、框架效果的特性相配適時，認知基模調節不一致效果才會反映在消費者對產品評估的態度上。根據本研究結果指出，當消費者被引導進入分析性思考或接收到損失框架資訊時，對與其認知基模調節不一致的產品資訊有較高的評估勝過於與認知基模一致的產品資訊，反映出認知基模調節不一致效果；相反的，當消費者被引導進入全面性想像式思考或接收到利益框架資訊時，對與其認知基模一致的產品資訊會有較高的產品評估效果，此時無存在認知基模調節不一致效果。
在本研究中，我們試著從影響消費者的認知過程開始，來探討影響認知基模調節不一致效果的存在與否。藉由不同面向之因素探討以對消費者心理與行為有更進一步的研究。

Existing research propose that the moderate incongruity effect is a theoretical foundation which reveals to have powerful effects on product evaluation by stimulating consumers’ cognition. Results of two studies suggest that consumers’ cognitive processes which are evoked by analytic ／holistic processing modes and gain／loss frames will influence the moderate incongruity effect. The existence of moderate incongruity effect is dependent on whether the cognitive progresses are matched the levels of schema congruity or not. When participants were in analytic processing mode or loss frame, they would have a higher product evaluation on moderate schema incongruent product information than schema congruent one. Conversely, participants would evaluate higher on schema congruent product information than moderate incongruent one when they were manipulated in holistic processing or gain frame. In our research, we focused on manipulating consumers’ cognitive processes which have impacts on the moderate incongruity effect. The diversified ways for persuading on consumers psychology and behaviors are discovered.

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