Perceptual Boundaries: Helping You See Better But Making You Think Less
Four studies demonstrated that adding a perceptual frame (or boundary) around a stimulus improves visual processing of the object but interferes with verbal processing of the object. Building on research suggesting that visual processing relies on narrowing of attention whereas verbal processing relies on elaboration, we proposed that the salience of a perceptual boundary can narrow attention. As a consequence, narrowed attention results in increased perceptual fluency towards a visual stimulus, making it appear more eye-catching and attractive and improving its evaluation. However, when the target object is verbal in nature, then a salient perceptual boundary can constrain elaboration and interfere with ease of understanding, making the target appear less fluent conceptually.
Yan Zhang and Aparna A. Labroo (2009) ,"Perceptual Boundaries: Helping You See Better But Making You Think Less", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 79-81.
Yan Zhang , University of Chicago, USA
Aparna A. Labroo, University of Chicago, USA
NA - Advances in Consumer Research Volume 36 | 2009
N2. The Devil Wears FAKE Prada: Dual Envy Theory Explains Why Consumers Intend to Purchase Non-Deceptive Luxury Counterfeits
Tanvi Gupta, Indian Institute of Management Bangalore
Preeti Krishnan Lyndem, Indian Institute of Management Bangalore
I11. Self-Presentation in the Mating Market: The Influence of Gender and Sexual Orientation on Profiles on Tinder and Grindr
Chaim Kuhnreich, Concordia University, Canada
Lilian Carvalho, FGV/EAESP
Gad Saad, Concordia University, Canada
Data-Driven Computational Brand Perception
Sudeep Bhatia, University of Pennsylvania, USA
Christopher Olivola, Carnegie Mellon University, USA