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
The Neutral Face of Blue: How Color Can Make Consumers Stay Sensitive
Sung Hee Wendy Paik, University of Oregon, USA
Jiao Zhang, University of Oregon, USA
Aparna Sundar, University of Oregon, USA
Small but Sincere: The Impact of Firm Size and Gratitude on the Effectiveness of Cause-Marketing Campaigns
Eline L.E. De Vries, University Carlos III Madrid
Lola C. Duque, University Carlos III Madrid
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