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
The Re-Mediation of Consumer/Brand Relationships Through Voice Shopping: The Case of Amazon Echo
Johanna Franziska Gollnhofer, University of Southern Denmark, Denmark
Featured
Paper Box or Plastic bag? Structural Package Design Elements Affect Health Perception and Consumption.
Joyce De Temmerman, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium
Hendrik Slabbinck, Ghent University, Belgium
Featured
The Slippery Slope of Green Consumption: The Nonlinear Effects of Social Class
Li YAN, Monash University, Australia
Hean Tat Keh, Monash University, Australia
Jiemiao Chen, Monash University, Australia