The Role of Context and Content on Recognition Accuracy in Virtual Worlds

Francesco Massara, IULM University, Italy
Thomas P. Novak, University of California, USA
We investigate differences in recognition accuracy of visual vs. text content presented in two contexts – virtual world (imagery processing) vs. Web browser (discursive processing). In three studies, one completed and two planned, we address the conditions under which a match or mismatch between content and context improves recognition accuracy.
[ to cite ]:
Francesco Massara and Thomas P. Novak (2011) ,"The Role of Context and Content on Recognition Accuracy in Virtual Worlds", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.