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

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.



Citation:

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.

Authors

Francesco Massara, IULM University, Italy
Thomas P. Novak, University of California, USA



Volume

NA - Advances in Consumer Research Volume 38 | 2011



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