Does a Blurry Background Make a High Roller? the Effects of Blurry Versus Sharp Backgrounds on Consumers’ Risk-Taking Behavior
Six experiments document that a blurry background works as a distance cue and activates high-level construal, thereby increasing risk-taking. By showing that blurriness can elevate construal level and promote risk-taking, our research contributes to construal level theory, risk-taking, and aesthetics literatures, and provides practical implications for advertisers and online marketers.
Yoonho Jin and Amitava Chattopadhyay (2018) ,"Does a Blurry Background Make a High Roller? the Effects of Blurry Versus Sharp Backgrounds on Consumers’ Risk-Taking Behavior", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 618-619.
Yoonho Jin, INSEAD, Singapore
Amitava Chattopadhyay, INSEAD, Singapore
NA - Advances in Consumer Research Volume 46 | 2018
Deviating from the Majority When Resources Are Scarce: The Effect of Resource Scarcity on Preference for Minority-endorsed Products
Xiushuang Gong, Jiangnan University
Yafeng Fan, Tsinghua University
Ying Ding, Renmin University of China
I10. Can Body Size Influence the Judgments of Warmth and Competence?
Trang Thanh Mai, University of Manitoba, Canada
Olya Bullard, University of Winnipeg
Luming Wang, University of Manitoba, Canada
“I Desire A Brand When I See How They are Different from Me”: Differential Effects of Blatant and Subtle Brand Rejection
Jun Yan, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada
Americus Reed, University of Pennsylvania, USA