How Self-View and Type of Processing Affect Context Effects Produced By Viewing Products on Various Display Table Surfaces

Rui (Juliet) Zhu, University of British Columbia, Canada
Joan Meyers-Levy, University of Minnesota
Can the composition of a product display table elicit context effects on shoppers’ product evaluations? We investigate this issue by examining the influence of two seemingly similar dichotomous modes of cognition: holistic versus analytic, and relational versus item-specific. We theorize and find that individuals’ use of holistic cognition produces an assimilation effect. The same outcome emerges from the use of relational processing. However, differences obtain between individuals who rely on analytic versus item-specific processing. The former elicits a contrast effect, while the latter produces no context effects.
[ to cite ]:
Rui (Juliet) Zhu and Joan Meyers-Levy (2008) ,"How Self-View and Type of Processing Affect Context Effects Produced By Viewing Products on Various Display Table Surfaces", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 838-840.