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
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Min Jung Kim, Manhattan College
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Nicole Kim, University of Maryland, USA
Rebecca Ratner, University of Maryland, USA
Andrea Lucarelli, Lund University
Gregorio Fuschillo, Kedge Business School
Jon Bertilsson, Lund University