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.
Citation:
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.
Authors
Yoonho Jin, INSEAD, Singapore
Amitava Chattopadhyay, INSEAD, Singapore
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
Don't Troll Me Bro: A Study of Griefing in Video Games
Elana Harnish, Ohio University
Jacob Lee Hiler, Ohio University
Featured
If No One Saw It on Instagram, Was It Any Good? Examining Received Attention as a Social Benefit of Experiential Consumption
Matthew J Hall, University of Nebraska-Lincoln
Jamie D. Hyodo, University of Nebraska-Lincoln
Featured
Search Predicts and Changes Patience in Intertemporal Choice
Crystal Reeck, Temple University, USA
Lee Byung, Columbia University, USA
Eric J Johnson, Columbia University, USA